Monkey Shoulder gets UK brand ambassador

By Gemma McKenna

Published: 09 April, 2014

Fast-growing malt whisky brand Monkey Shoulder has appointed bartender Grant Neave as its full-time UK brand ambassador.

The William Grant & Sons owned whisky has grown 51% in the on-trade and 17% in the off-trade, according to CGA on-trade MAT to January 25, 2014 and Nielsen MAT to March 1, 2014.

Grant Neave Grant NeaveScotch whisky Monkey Shoulder’s new UK brand ambassador Grant Neave.

Neave will be tasked with boosting the whisky's profile across the on and off-trades and hosting trade and consumer events.

Neave has worked in the on-trade for seven years, including at Scotland's Traverse Bar and The Dakota Hotel. He also worked in Australia at Melbourne's 1806 Bar, before returning to the UK to take up his most recent role as the head bartender at Monteith's, Edinburgh.

Neave said: "Monkey Shoulder is a great brand with a real personality and is growing in popularity, particularly amongst younger consumers who value edgy brands with a premium positioning. It's great to be part of a team with such a passion for Scotch and exciting vision for the brand. We're all looking forward to building Monkey Shoulder up to even greater heights."

Neave will help develop brand strategy, drive trade and consumer engagement, working alongside global brand ambassador, Dean Callan.

Monkey Shoulder is part of the First Drinks portfolio.

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