Monkey Shoulder turns heads at Mumbai airport
William Grant & Sons-owned blended malt whisky Monkey Shoulder has partnered with Ospree Duty Free for a three-month activation at Mumbai airport.
In a first-of-its-kind appearance in global travel retail (GTR) for the brand, Monkey Shoulder debuted its mixer truck in a three-month activation at Chhatrapati Shivaji Maharaj International Airport in Mumbai.
The pop-up was launched on 26 May in the departure area.
Rufus Parkinson, regional managing director of GTR at William Grant & Sons, said: “This is the first time we’re bringing the Monkey Shoulder Mixer Truck to an airport, and it perfectly showcases our commitment to delivering outstanding experiences that drive footfall and shopper engagement.
“This milestone was made possible through our trusted collaboration with Ospree Duty Free, and we’re thrilled to bring this unique activation to Mumbai.”
The branded truck features a giant cocktail shaker, and the structure doubles as a DJ platform, complete with an onboard sound system.
In addition to the truck installation, the whisky’s brand ambassadors will share their expertise, inviting visitors to learn why the blended malt is an ideal spirit for mixing.
Adults will also be able to discover an interactive digital cocktail recipe selector. Meanwhile, a 3D brand video plays on a giant curved screen.
Furthermore, shoppers who purchase two bottles will receive an exclusive set of six branded vinyl coasters.
Ospree Duty Free and Monkey Shoulder hosted an event featuring a live DJ to celebrate the launch, and shoppers received branded caps and coasters as gifts. Those who purchased a twin pack were given a ride to their gate in branded Monkey Shoulder golf carts.
An Ospree Duty Free spokesperson shared: “This collaboration with Monkey Shoulder is truly one-of-a-kind, and we’re proud to bring something so fresh and engaging. The DJ setup, the larger-than-life truck, and the whole vibe create a fun, experiential moment for travellers.
“At Ospree Duty Free, we’re always looking to create new ways for travellers to pause, engage, and take back a unique memory, and this one checks all the boxes.”
William Grant & Sons launched Monkey Shoulder in 2005 as a blended malt created for cocktails.
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