Monkey Shoulder
Converting ambassadors behind the bar
The brief
Identify how to position Smokey Monkey with bartenders.
Assess the unmet need among bartenders of an affordable smokey whisky for mixing into cocktails.
Evaluate usage, consumer appeal.
Identify any issues in moving production to a high volume, mass process without losing credibility and ‘batch’ credentials.
Ascertain if this is a good fit with the Monkey Shoulder brand as a 1st addition to the portfolio.
What we did
20 x Bartender interviews, across 2 rounds.
London, Austin, NYC, Paris.
Filmed all bartender interactions.
The outcome
Clear positioning strategy for bartenders for Smokey Monkey.
Analysis of NPD brand extension fit for the brand.
Mapped cocktail usage, consumer targets, drinking occasions.
Assessed packaging and messaging equities for Smokey Monkey.
Approval to proceed with changes to mass manufacturing.
Identified ways the brand can engage bartenders through education and information.
