Monkey
Shoulder the Scotch blended malt whisky
made for mixing is mixing it up this
summer in travel retail.
Monkey Shoulder Scotch blended malt
whisky is without a doubt a huge success
story for creators William Grant & Sons,
launched back in 2005 it sold over
300,000 9L cases in 2017.
The popular
blended malt is a blend of single malts
from three of Speyside's finest
distilleries, and as William Grant own
Glenfiddich, The Balvenie and Kininvie
can you hazard a guess where the three
single malts in Monkey Shoulder
originated from. One thing for sure is
that it is certainly an enjoyable rich, big toffee flavoured whisky on its own
but it was created by William
Grant to be mixed.
Since its launch
Monkey Shoulder has filled a gap in the
whisky category for an easily affordable fun-yet-premium whisky brand for mixing that resonated
with both consumers and bartenders
alike. Master blender Brian Kinsman set
out to create a whisky with all of the
great credentials of a malt whisky, as
well as the versatility and mixability
to put it front and centre of a cocktail
revolution which is very much still
continuing. Brian blends small batches
of three different single malts together
perfectly then marries them continuously
for perfect consistency.
This summer, Monkey Shoulder, the
blended malt made for cocktails, is
focusing on the ever increasing market
of Global Travel Retail which will
see large scale promotions across the
world which will be heroing two great
signature drinks that are easy to make;
the ‘OMG’ Ginger Monkey (Monkey/ginger
ale/ice/wedge of orange) and the Lazy
Old Fashioned (Monkey/sugar
syrup/angostura bitters/ice/twist of
orange).
Monkey Shoulder is definitely a star
performer in Global Travel Retail for
William Grant as can be seen from the
sales figures, as of May 2018, retail
sales (depletions) are +38% versus the
previous year, which itself was a record
year.
So if you are on your travels this
summer, look out for Monkey Shoulder
promotions running in airports including
London Gatwick, Colombo, Hong Kong,
Singapore, Dubai, JFK, Heathrow and many
more.
Look out for promotors handing out
postcards featuring the OMG serve and
drawing in travellers to give them a
taste, often from large-scale gorilla
bottles. The serve is also highlighted
on the large graphic backdrop behind the
tasting areas.
"Monkey Shoulder is one of the recent
success stories within the spirits
industry and was voted the ‘top trending
Scotch’ by The World’s Best 50 Bars, as
voted by bartenders, in 2015, 16, 17 and
18. A great achievement that reflects
all the hard work put in by the WGS
domestic On Trade teams. The brand fills
a gap in the whisky category for a
fun-yet-premium brand that has resonated
with both consumers and bartenders
alike," says WGS Head of Marketing GTR,
Ifan Jenkins.
If you fancy mixing up a Monkey Shoulder
OMG or Lazy Old Fashioned yourself you will find
Monkey Shoulder as well as the other
ingredients required available from specialist online whisky
retailers such as The Whisky Exchange
and
Master of Malt
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