Monkey Shoulder takes ‘cement mixer’ on the road

William Grant & Sons is taking a novel approach to marketing its Monkey Shoulder whisky brand, taking a “pimped out” cement mixer on the road to encourage consumers to try their Scotch mixed.

The 11,000 litre Monkey Mixer will hit the road this summer, filled with a pre-mixed Monkey Shoulder cocktail, visiting festivals and events throughout the UK.

One of the brand’s cocktail creations, the ‘Boom Box’, was created in partnership with London cocktail bar Swift, and includes Monkey Shoulder whisky, cold press coffee liqueur, vanilla and coconut water.

The Monkey Shoulder mixer is also kitted out with a DJ booth and sound system and a built-in retractable bar.

“Our mission is simple: to challenge the way people think about Scotch, ” said John Wayte, Monkey Shoulder UK ambassador.

“We’re an award winning whisky that’s made for mixing – for us this isn’t just about creating new and interesting ways of drinking whisky, but about mixing with people, with music, with food, to create fun, shared experiences. The Monkey Mixer is a vehicle that will drive this mission in an unmistakably Monkey Shoulder way across the country, and hopefully turn whisky perceptions on their head”.

The Monkey Mixer will kick off its UK tour in London at Foodies Festival, Syon Park on 26 May, where it will serving up Monkey Shoulder cocktails to the masses.