|
Monkey
Shoulder shakes up travel retail with
bold debut for its Monkey Mixer Truck at
Chhatrapati Shivaj Airport Mumbai.
Monkey Shoulder, the rule-breaking
whisky from William Grant & Sons, is
making waves once again—this time with a
travel retail first. The brand’s iconic
Monkey Mixer Truck has rolled into
Chhatrapati Shivaji Maharaj
International Airport in Mumbai for an
attention-grabbing three-month
activation.
Launched on 26 May 2025 in partnership
with Ospree Duty Free, the pop-up brings
the unmistakable Monkey Shoulder energy
to the airport’s departures area.
Designed to look like a colossal
cocktail shaker on wheels, the truck
doesn't just stand out—it takes over.
Equipped with a built-in DJ booth and
high-powered sound system, it’s a mobile
party that sets the tone for a dynamic
brand experience.
Alongside the truck, Monkey Shoulder
brand ambassadors are on hand to engage
with travellers, sharing their mixology
know-how and showcasing the brand’s
playful, mix-friendly spirit.
Blending technology with cocktail
culture, the activation includes an
interactive digital cocktail recipe
selector, inviting adult travellers to
discover creative drinks they can make
at home. A massive curved screen
amplifies the experience with a
captivating 3D brand video, further
immersing visitors in the world of
Monkey Shoulder.
As a special gift, shoppers who purchase
two bottles will receive a
limited-edition set of six Monkey
Shoulder vinyl coasters—perfect for home
bartenders and collectors alike.
To mark the launch, Monkey Shoulder and
Ospree Duty Free hosted a high-energy
terminal takeover event featuring a live
DJ spinning a specially curated Monkey
Shoulder playlist. Branded caps and
coasters were handed out to guests, and
twin-pack buyers received an extra
treat: a ride to their gate in a
custom-branded Monkey Shoulder golf
cart.
This bold activation signals Monkey
Shoulder’s ambitious approach to travel
retail, delivering unforgettable
experiences that are as unconventional
and exciting as the whisky itself.
"This is the first time we're bringing
the Monkey Shoulder Mixer Truck to an
airport, and it perfectly showcases our
commitment to delivering outstanding
experiences that drive footfall and
shopper engagement," said Rufus
Parkinson, Regional Managing Director –
Global Travel Retail at William Grant &
Sons.
"This milestone was made possible
through our trusted collaboration with
Ospree Duty Free, and we’re thrilled to
bring this unique activation to Mumbai."
An Ospree Duty Free spokesperson shared,
"This collaboration with Monkey Shoulder
is truly one-of-a-kind, and we’re proud
to bring something so fresh and
engaging. The DJ setup, the
larger-than-life truck, and the whole
vibe creates a fun, experiential moment
for travellers. At Ospree Duty Free,
we’re always looking to create new ways
for travellers to pause, engage, and
take back a unique memory, and this one
check all the boxes."
If you have no travel plans this summer you can also
find the current domestic Monkey
Shoulder whisky range available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
|
