Page 86 - IAADFS Summit of the Americas 2024 Special Edition

INSIDER

Monkey Shoulder unveils new refreshed packaging

Monkey Shoulder whisky is revealing momentum and ambitions across the globe
a fresh new look and feel to its bottle, the in key markets such as the U.S., UK,
first major change to the brand’s bottle France, Australia, Nigeria, Poland, and
since it was launched in 2005. Taiwan, among others, now is the time to
The changes include a bold refresh of push forward with an innovative look and
the label and a lighter bottle - up to 25% in feel. With this refreshed look, we intend
glass reduction. The new look bottle will be to continue recruiting a new generation of
available in global travel retail, supported whisky drinkers and further inspire people
by activations in key airports including to discover Monkey Shoulder as the perfect
London Heathrow, Paris CDG and Dubai spirit for cocktails. The redesign is also the
from mid-2024. first in a series of bold moves for Monkey,
The new and improved Monkey with it being part of an exciting new refresh
Shoulder bottle includes a longer neck for to our entire brand visual identity and
an easier pour. The label design has been The innovations to the design were communications platform, which will be
optimized for maximum impact, moving optimized with an AI-powered visual launching in 2024.”
to a split label design designed to deliver analysis to test key features and label Monkey Shoulder Scotch whisky
premium cues to match the award-winning viewability, alongside consumer testing. remains one of the fastest growing
liquid. The size of the brand logo has been The result is a new look bottle and label premium whisky brands in the world, with
increased, to improve shelf appeal and stand- that not only maintains its premium double-digit value and volume growth from
out on the back bar, in store and online. cues and distinctiveness, but improves 2022 to 2023.
Monkey Shoulder’s distinctive brand recognition, ease of comprehension and
asset - the ‘three monkeys’ icon - features visual appeal to both fans and potential new
pride of place on the new label. The ‘three drinkers of the brand, says the company.
monkeys’ badge maintains its position on Ifan Jenkins, Global Brand Director
the new design, and the debossed three at Monkey Shoulder says: “This is the
monkeys remain on the wooden cork for a perfect time for a packaging refresh for
premium feel. Monkey Shoulder. With strong growth

Diageo trials lighter aluminum Baileys bottle

with Heinemann

Diageo Global Travel is launching bottle. Though glass is recyclable and not
Baileys in an aluminum bottle for an initial the worst form of packaging, it remains
trial period. heavy and energy intensive to make. In
The new aluminum format makes the Global Travel we want to find solutions
bottle five times lighter than traditional to lighten our bottles and therefore reduce DANZKA highlights
70cl Baileys bottles with a lesser carbon their carbon footprint in transit. We are Copenhagen roots
footprint. Validated by the Product Carbon excited to trial this option for Baileys.
Footprint Analysis, EcoAct (January 2024), Much more to do and come.” with new bottle design
the new carbon footprint represents a Baileys, which has a strong
reduction of 44% versus the previous glass commitment to sustainable production,
bottle. from the cows and farms where its cream DANZKA has redesigned the
Diageo Global Travel is initially is sourced in Ireland to its packaging and aluminum bottle for its iconic Danish
partnering with German travel retailer design, has been certified B Corp status. vodka.
Gebr. Heinemann for the release. The The DANZKA bottle has always
new bottle made from aluminum will be combined a lightweight aluminum bottle
available on Heinemann’s loyalty program that cools five time faster than a glass bottle
platform first (Heinemann x ME), before that is unbreakable, re-usable and a real
being available for purchase in Amsterdam eye-catcher on the shelves.
Schiphol, Frankfurt and Copenhagen The latest bottle design upgrade
international airports. Later in April it will keeps the Nordic characteristic look and
be available in domestic retailer stores impresses with an even more minimalistic
across Germany. appearance.
Commenting on the announcement: In the new bottle layout, the company
Andrew Cowan, Managing Director of has integrated a key element “est. in
Global Travel said: “We traditionally sell Copenhagen” recalling the roots of its
a heavy product in travel retail – a glass Premium Vodka.

Summit of the Americas April 2024 86