The company attributed these wins to growth of its core brands. The new Monkey Shoulder campaign could help generate sales and accelerate William Grant & Sons’s recovery from the economic impacts of the Covid-19 crisis.Īs was originally reported by Scottish Financial Review in December 2020, the company saw strong performance in 2020: profits grew 20.7% after tax and turnover growth hit 7.5% for the fiscal year ending December 31 2019. The spirit of recoveryīilled as “a Scotch that’s made for mixing”, Monkey Shoulder is owned by William Grant & Sons – whose portfolio includes Hendrick’s Gin, Sailor Jerry Spiced Rum, Milagro Tequila and Tullamore DEW Irish Whiskey. Beginning at 9am ET today, daters can share stories of their most stuffy and stuck-up dating experiences at /joelmchale to enter the contest. Monkey Shoulder’s Giardina says McHale was the ideal frontman for the campaign, as the brand was able to “harness his quick sense of humor and charismatic personality to encourage daters to be themselves, stop trying so hard and just have some fun”.Īs a part of the initiative, daters have the chance to have McHale crash their first dates. Of course, the evening also includes drinking Monkey Shoulder. After a number of failed attempts, McHale convinces a pair – who are about to walk into a ballet performance – to ditch the dancing and go with him to a wrestling match instead. McHale goes on to say that Monkey Shoulder believes that everyone should approach life – and dating – in the same way they enjoy whisky: “by not taking it too seriously.” To help people relax and drop the pretenses, McHale hits the streets of New York City in an effort to recruit first-daters to come with him and enjoy a more casual evening. “To enjoy your whisky, you don’t need some guy with a handlebar mustache spewing a bunch of pompous tasting notes,” he quips. He plays “a person who’s trying way too hard to impress you,” waxing poetic about the proper preparation for a Scotch whisky, before chucking the glass offstage and stripping down to a casual sweater. In the opening scene of the hero film, McHale is pictured in a leather sofa-clad drawing room sporting a plaid suit, crystal lowball glass in hand. The campaign, ‘Stick it to Stuck Up’, is headlined by a cheeky three-and-a-half minute spot in which Joel McHale urges us all to drop the snobbery – surrounding whisky as well as dating – and just enjoy ourselves. “Our new campaign dramatizes that same ethos within a context that is relatable and ripe with pretense: first dates!" From bitters to barrels of fun
Please drink responsibly.“We want to encourage Scotch drinkers to drop the pretense and lighten up a bit,” Monkey Shoulder’s brand director Michael Giardina tells The Drum. Refreshingly approachable, try it in easy-to-make cocktails like whisky and soda (“Monkey Splash”), whisky and ginger ale (“Ginger Monkey”), and the “Lazy Old Fashioned.” Check out for the recipes!ĭon't be a drunken monkey.
Monkey Shoulder is made for mixing and stands out most in mixed drinks, given its orange and vanilla flavors with a bit of spice. At the end of the day, their shoulders would droop on one side, an ailment that became known as "Monkey Shoulder." Thankfully, the condition no longer exists, but the name lives on in our whisky. The maltmen who used to turn the barley would take long shifts, using their dominant arm significantly while working. The name Monkey Shoulder might sound funny, but it has a history in whisky making. It also has no grain whisky whatsoever anywhere in or even near the drink. Monkey Shoulder casks are former bourbon casks, which add smooth vanilla flavors to this Scotch. The richness and vibrancy combine with fruity aromas and mellow vanilla, making it perfect for mixed drinks and cocktails. Monkey Shoulder is a blend of Speyside single malt Scotch whiskies married together for flavor and consistency.
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