Monkey Shoulder hosts activation in Kuala Lumpur Airport
Last month Monkey Shoulder launched its Take Home a Monkey Today activation drive in Kuala Lumpur International Airport Two Arrivals.
The activation followed the theme of ‘How to Care for your Monkey’, and saw brand advocates dressed in bright safety vests in a bid to “emulate charity workers on the streets”.
With each purchase of a Monkey Shoulder bottle, which was packed in a take-away brown carton box with “breathing holes”, travellers also received a “mini-monkey” and a 50ml bottle of Monkey Shoulder.
APAC Travel Retail Director, Scott Hamilton, said: “While consumer interest in single malt whisky has picked up considerably, the blended malt scotch whisky category is growing faster, as it bridges deluxe blended scotch drinkers into the world of malt whisky.
“We are anticipating further interest in the Monkey Shoulder brand once Chinese New Year 2016, the Year of the Monkey, swings in.”
According to Monkey Shoulder’s global marketing manager, volume sales are not a “key measure” of success for the brand, which is continuing to focus on the “demystification” of whisky.