Wm Grant aims to demystify whisky

William Grant & Sons is bringing a malt whisky called Monkey Shoulder to market via an 'irreverent' campaign that pledges to 'break the PR mould' and 'demystify' the category to younger drinkers.

The family-owned company, which produces brands such as single malt Glenfiddich, is using Frank PR to launch the drink to 30 to 40-year-olds.

The aim is to woo drinkers from rivals such as Jack Daniels by making 'Monkey on Coke' a must-try drink, said Frank joint managing director Andrew Bloch.

Frank's campaign will be themed around 'golf with a twist', while bartenders will be hit with a poker-themed PR assault. Frank will also develop online games.

PR will play the lead role in the brand's launch, with spend on advertising and other marketing 'limited', said William Grant head of PR David Hume.

Monkey Shoulder is being trialled in selected bars; the aim is to secure distribution in premium retail outlets and a superstore chain later this year.

The brand owes its name to the repetitive strain injury caused by turning malting barley by hand.

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