The monkey shoulder gives the bottle a fresh look for an even more stylish sip

19-Mar-2024

Everything remixed, except the recipe: the award-winning* Monkey Shoulder whisky, the 100% malt whisky for mixing, presents a new look and feel in the bottle, including a bold refresh of the label and a lighter bottle - up to 25%** less glass

William Grant & Sons LTD

The award-winning* Monkey Shoulder whisky, the 100% malt whisky for mixing, has a new look and feel. This is the first major change to the brand's hero bottle since it began shaking up the traditional whisky category in 2005. New features include a bold label refresh and a lighter bottle - up to 25%** less glass - for an even better cocktail experience. Get ready to party with a new look.

Slimming down essentials: The new and improved Monkey Shoulder bottle is being introduced for both the Original and Smokey Monkey variants of the whisky and is more than just a reduction in the amount of glass. The new design is refreshingly lightweight and features a longer neck that makes pouring easier for both bartenders and consumers making whisky cocktails at home.

A premium look for a premium whisky: The new look naturally matches the contents: the new split-label design and enlarged brand logo exude sophistication and are perfect for displaying on the whisky shelf or at the bar. Fans of Monkey Shoulder's "three monkeys" need have no fear, as the monkeys also feature prominently on the new label.

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Optimized with AI, approved by you: The innovations in design were achieved thanks to AI-powered visual analysis to test the label's key features and readability, followed by rigorous consumer testing. This resulted in a new look for the bottle and label that not only retained the premium character and distinctiveness, but was also well received by fans of the brand.

Everything remixed, except the recipe: the bold new bottles contain the same award-winning liquid that is loved around the world. Monkey Shoulder Original Malt Whisky is made from single malt whiskies from the Speyside region of Scotland, selected in small batches and then blended together. This allows the whisky to retain its rich, smooth and fruity taste.

Ifan Jenkins from Monkey Shoulder says: "As with our cocktails, we wanted to try something new with our look. The eye-catching, redesigned bottle was designed not only to enhance the cocktail making experience by reducing the amount of glass, but also to stand out from the crowd (just like the liquid inside). With this bold new look, we're looking forward to shaking up the drinks cabinets of Monkey Shoulder fans around the world and grabbing the attention of those engaging with the world of whisky for the first time."

The repackaged bottle will be available in mid-2024 in the countries where Monkey Shoulder is sold, in the best bars and retailers worldwide.

*Monkey Shoulder Original Malt Whisky has won gold at the International Spirits Challenge in 2014, 2015, 2016, 2017, 2018, 2020 and 2021.

**23% less glass weight for 70cl bottles and 25% less glass weight for 1L bottles.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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