Monkey Shoulder recruits bartender as brand ambassador

Grant NeaveBartender Grant Neave (pictured) has been announced as UK brand ambassador for premium whisky brand Monkey Shoulder.

He has been appointed by the whisky’s owner William Grant & Sons to support the brand’s team in boosting its profile in the on- and off-trade and to host trade and consumer events in 2014.

Grant has worked at the Traverse Bar and Dakota Hotel in Edinburgh and, after a spell in Australia at Melbourne’s 1806 Bar, he returned to the UK to take up his most recent role as head bartender at Monteith’s in Edinburgh.

Grant 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.”

He will help develop the brand strategy, drive trade and consumer engagement and work alongside Monkey Shoulder’s global brand ambassador, Dean Callan.

The triple malt whisky brand is currently in growth in both the on- and off-trade in the UK, up 51% and 17% respectively, according to figures from CGA Strategy and AC Nielsen.

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