Monkey Shoulder offers bartenders pop-up prize


Grant NeaveThe team behind Monkey Shoulder whisky have launched the brand’s first national bartender competition, with the prize of a pop-up bar during London Cocktail Week.

The Ultimate Bartender Challenge has been designed to appeal to bartenders at all levels in a fun, interactive way, moving away from the traditional cocktail competition concept.

A winning team of three will be able to set up their own bar during London Cocktail Week in October which will be paid for, promoted and supported by the Monkey Shoulder team.

The competition is led by the new Monkey Shoulder UK brand ambassador, Grant Neave (pictured), and was launched on April 21, with a Twitter quiz via @MnkyShldrUK. This stage runs until May 5 and features six simple questions.

From there, winning teams will be put through their paces at regional finals and a Festival Play Off at Wilderness Festival in August. The two finalists then battle it out, one bar against another, in The Grand Bar-Off held in London on September 18.

The final is a party where 100 invitation-only guests, consisting of the finalists’ friends, key trade and media representatives and Monkey Shoulder fans, will become the ultimate judges.

Each team will run a bar on the evening in the same venue, and the most popular on the night wins the prize of the London Cocktail Week pop-up.

Grant said: “The Ultimate Bartender Challenge is an awesome way to get bartenders thinking about scotch. The competition is going to be great fun and the prize will be a fantastic boost for whoever wins.

“Heading up the competition is my first major project since coming on board with the brand and I can’t wait to get things going and see what the teams have got.”

Senior brand manager James O’Connor added: “Monkey Shoulder’s mission is to get more people drinking scotch, and bartenders are the people who’ll make that happen. The Ultimate Bartender Challenge is our way of supporting bartenders, enabling them to show-off their creativity and talent.”

The Ultimate Bartender Challenge will be supported and promoted through PR, social media and the on-trade team from the whisky’s distributor, First Drinks.

Click here for a video message from Grant Neave.


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