Monkey Shoulder Whisky has launched a new campaign aimed to grab the attention of new whisky drinkers, with an updated look.
The malt whisky now boasts a new bottle slimdown and elongated neck, which has been “crafted for seamless pouring and gripping” the brand says. Additionally, the distillery says the reduction in glass weight lends a lighter feel to the bottle. The new look also features a split-label design and an enlarged brand logo, so that the bottle can pop on any whisky shelf or back bar. Meanwhile, Monkey Shoulder’s “three monkeys” embossed badge maintains its prime spot on the new label design.
The updated design, Monkey Shoulder says, was delivered using AI-powered visual analysis to test key features and label viewability, followed by robust consumer testing.
“Just like our cocktails, we wanted to mix things up when it came to our look,” says Ifan Jenkins, global brand director for Monkey Shoulder Whisky, which is distilled by Scottish-based William Grant & Sons.
The redesign was crafted by UK shop Here Design, which has also completed work for William Grant & Sons’ Glenfiddich scotch. Jenkins notes that the new look for the bottle was designed to improve the experience of pouring drinks, with its glass reduction, while also to still stand out from other bottles.
The redesign, the distiller says, is meant to be attention-grabbing for those exploring the world of whisky for the first time.
The newly packaged bottle will roll out across Canada just in time for summer.
Building off of a “made for mixing” tagline, the whisky brand is utilizing its thematic connection to electronic dance music again this year, as it has in the past.
Nav Bhullar, Sr. brand manager for Monkey Shoulder in Canada, says that this summer, the whisky maker has partnered with Canadian producer DJ Skratch Bastid for Bastid’s BBQ, a series of events in six Canadian cities: Ottawa, Toronto, Calgary, Edmonton, Vancouver and Montreal. Through these events, Monkey Shoulder will sample and serve the brand’s signature O.M.G (Orange, Monkey, and Ginger) cocktail.
The DJ has previously held a “Monkey Shoulder Live Mix” on the MixCloud streaming platform. Last year, Skratch Bastid and other musicians brought the Monkey Shoulder music tour to Toronto’s The Bentway, an event space under the city’s Gardiner Expressway.
Additionally, in Quebec – Monkey Shoulder just finalized the partnership with POP Montreal where Monkey Shoulder will be the exclusive whisky at the 2024 festival. It will be sold at all POP Montreal operated bars which include Rialto Theatre, Rialto Hall, Rialto Clubhouse, Piccolo Rialto, Carré Gaspé and POP’s outdoor pop up.
The whisky’s nation-wide communications campaign is spearheaded by Toronto’s Alchemysts, which is Monkey Shoulder’s agency of record in Canada. Alchemysts has previously worked with other whisky brands like Jack Daniel’s and Tullamore Dew.
Monkey Shoulder is also running a social and digital media campaign built around its long-time catchphrase “Make it Monkey” in key markets such as Ontario, Alberta, Quebec and British Columbia.
Bhullar says the brand is coming to life through limited time offers at LCBO locations, and Aeroplan point promos. This fall, Monkey Shoulder will also hold a value add promotion with Lazy Old Fashioned syrup, in partnership with Toronto bar supply retailer Cocktail Emporium.
