To celebrate Chinese New Year, Year of the Monkey, William Grant & Sons hosted a “˜Take Home a Monkey Today’ promotion for malt whisky brand Monkey Shoulder at Kuala Lumpur International Airport Terminal 2.
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It’s no monkey business: the month-long activation aimed to build interest in Monkey Shoulder ahead of Chinese New Year |
The activation, which ran from 10 to 31 October, was themed “˜How to care for your monkey’ and aimed to convert blended Scotch whisky drinkers to premium malt whisky drinkers while also encouraging bourbon drinkers into the malt market.
Consumers who purchased a one-litre bottle of Monkey Shoulder during the promotion period received a mini monkey toy and a 50ml miniature Monkey Shoulder bottle, all packed in a brown carry box with breathing holes to imitate taking a pet monkey home.
Passengers also had the chance to sample Monkey Shoulder, while brand ambassadors dressed in neon safety vests explained the origin of the brand and gave a sticker to those who tried the whisky.
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Consumers could take away a 1L bottle of the whisky, a miniature bottle and a mini monkey all in a carry box with holes | |
Monkey Shoulder is made by combining small batches of single malts from three of Speyside’s distilleries. It was awarded the “Best Scotch Whisky Aged 20 Years and Under” in the International Spirit Challenge (ISC) 2015.
William Grant & Sons APAC Travel Retail Director Scott Hamilton said: “While consumer interest in single malt whisky has picked up considerably, the blended malt Scotch whisky category is growing faster as it bridges deluxe blended Scotch drinkers into the world of malt whisky. We are anticipating further interest in the Monkey Shoulder brand once Chinese New Year 2016, the Year of the Monkey swings in.”
