Monkey Shoulder is winning over a new generation of whisky drinkers

Monkey Shoulder, a playful malt whisky from William Grant & Sons, is gaining popularity among a new generation of whisky drinkers. Despite its success, the brand's fans are drawn to it because of its cool, lifestyle brand image rather than its status as a blended malt. In a global brand relaunch, the iconic three monkeys on the bottle have been slightly enlarged, given a premium antique-copper finish, and moved from the right to the left side of the label. The company believes the packaging is the key to capturing the attention of new customers.

Ifan Jenkins, Monkey Shoulder's global brand manager, emphasizes the importance of packaging in introducing the brand to a wider audience. The three monkeys symbolize the three malts used in the whisky and tell a story behind its naming. Monkey Shoulder is a Speyside blended malt, produced by a company that believes in long-term brand building, similar to how it nurtured its Hendricks gin brand. The brand's success is attributed to its unique brand attitude and efforts to differentiate itself in the market.

Monkey Shoulder has seen a doubling of annual sales over the past six years, reaching 800,000 cases. The brand's popularity among consumers is a result of its ability to be used in both traditional cocktails and modern mixology. The company is committed to promoting the mixability of Monkey Shoulder, with a range of kegged cocktails available for events and busy occasions.

As for its future, the brand is focusing on expanding its presence in new markets, including India, where it has a partnership with Fred again for their debut in December.