Monkey Shoulder whisky, the 100% malt whisky made for mixing, is revealing a fresh new look and feel to its bottle, the first major change to the brand’s hero bottle since it started shaking up the traditional whisky category in 2005.

The changes include a bold refresh of the label and a lighter bottle – up to 25%** in glass reduction. The new look bottle will be available in global travel retail, supported by activations in key airports including London Heathrow, Paris CDG and Dubai from mid-2024.

Loved in countries around the globe, Monkey Shoulder Scotch whisky remains one of the fastest growing premium whisky brands in the world, with double-digit value and volume growth from 2022 to 2023. The new bottle design seeks to continue the brand’s work in breaking category conventions, which started with the inception of the whisky itself; The Original blend of single malt whiskies, made for mixing.

The lowdown on the slimdown: The new and improved Monkey Shoulder bottle is more than just a glass reduction. Refreshingly light, the new look includes a longer neck for an easier pour, for both bartenders and consumers making whisky cocktails at home.

A premium look for a premium whisky: The label design has been optimised for maximum impact, moving to a split label design delivering premium cues to match the award-winning liquid. The size of the brand logo has been increased, to improve shelf appeal and stand-out on the back bar, in store and online.

Monkey Shoulder’s distinctive brand asset – the ‘three monkeys’ icon – features pride of place on the new label. The ‘three monkeys’ badge maintains its position on the new design, and the debossed three monkeys remain on the wooden cork for a premium feel.

The innovations to the design were optimised with an AI-powered visual analysis to test key features and label viewability, alongside rigorous consumer testing. The result is a new look bottle and label that not only maintains its premium cues and distinctiveness, but improves recognition, ease of comprehension and visual appeal to both fans and potential new drinkers of the brand.

Everything remixed but the recipe: Inside the bold new bottles is the same award-winning liquid loved around the world. Made with single malt whiskies from the Speyside region, selected in small batches then married together, Monkey Shoulder Original Malt Whisky retains its rich, smooth, and fruity flavour.

Ifan Jenkins, Global Brand Director at Monkey Shoulder says: “This is the perfect time for a packaging refresh for Monkey Shoulder. With strong growth momentum and ambitions across the globe in key markets such as the US, UK, France, Australia, Nigeria, Poland, and Taiwan, among others, now is the time to push forward with an innovative look and feel. With this refreshed look, we intend to continue recruiting a new generation of whisky drinkers and further inspire people to discover Monkey Shoulder as the perfect spirit for cocktails. The redesign is also the first in a series of bold moves for Monkey, with it being part of an exciting new refresh to our entire brand visual identity and communications platform, which will be launching in 2024.”

The newly packaged bottle will be available in mid-2024.