Monkey Shoulder launches Make it Monkey activation

William Grant & Sons is focussing on the mixability of Scotch whisky brand Monkey Shoulder as part of a new travel retail activation.

The GTR activation highlights the message that Monkey Shoulder is “made for mixing”

The new initiative, called Make it Monkey, is running in airports around the world, including Hong Kong, Heathrow and JFK.

Featuring a series of light-hearted educational films on the brand and its signature serves, as well as a cement mixer stocking unit, the campaign promotes the message that Monkey Shoulder is a blended malt whisky made for mixing.

Richard Bush, regional marketing manager of William Grant & Sons, said: “The activation has so far proved very popular with travellers in all three locations. We’ve had an overwhelmingly positive response and I’d say that Monkey Shoulder has definitely garnered some new fans.

“It really is a testament to the overall effectiveness of activations – definitely a worthwhile venture.”

In New York’s JFK airport, the brand has taken the activation one step further, offering tasting opportunities for travellers four evenings a week.

The tasting activation gives travellers the opportunity to sample two Monkey Shoulder signature serves: the OMG, which combines orange, Monkey Shoulder and ginger, and the Lazy Old Fashioned.

William Grant & Sons’ head of marketing in global travel retail (GTR), Ifan Jenkins, said: “In GTR, we are now investing in large-scale activations across the world to engage with passengers and give them a chance to trial the hero serves.

“Given the ever increasing numbers of travellers, we are able to deliver huge reach for the brand using amazing and entertaining theatre.”​

The brand also announced that as of May 2018, GTR sales of Monkey Shoulder have risen by 38% over the previous year.

Earlier this year, Monkey Shoulder unveiled its giant travelling cocktail shaker, named the Monkey Mixer, at events across the US and the UK.