Monkey Shoulder launches cheeky new campaign to curb “irresponsible” drinking behaviours just in time for festive season

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Monkey Shoulder, the fun loving blended malt by William Grant & Sons, has unveiled a cheeky new campaign to curb “irresponsible” drinking behaviours in a time of COVID-19 and adds its signature playful style to Singapore’s safe distancing measures with “The New Rules of Mixing” campaign.

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The world-famous malt whisky knows how the whole island is looking forward to moving into phase three of its reopening on 28 December, so they want to remind consumers to remember–and respect– “The New Rules of Mixing.”

The New Rules of Mixing

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As part of the campaign, Monkey Shoulder is releasing a series of punny new rules on digital, social and Out-of-Home (OOH) spaces that reference to key safe distancing measures like no alcohol past 10.30 pm and no mingling in between tables or groups. With these cheeky reminders, the brand also hopes to support its bar partners by encouraging consumers to drink and mix responsibly when out at bars.

Exciting prizes for good behaviour

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From 21 December, Monkey Shoulder is rewarding selected consumers for respecting the rules with 1 for 1 cocktail vouchers on GrabRewards, redeemable in bars across the island*, perfect for treating friends while out and about this festive season. For those mixing with loved ones at home, look out for the Ginger Monkey cocktail bundle available on the 1887 Bar on GrabMart.

Consumers can also spot the playful creatives at bus shelters around the ‘Happy Hour Network’, and scan the QR code to check out delicious cocktail recipe suggestions on the William Grant & Sons flagship store on LazMall.

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Throughout December, select Monkey Shoulder partner bars will be serving up rewards for those on their best behavior and sticking to the new rules. Compliant patrons “caught” will get a Monkey Shoulder Swag Kit for keeps, including 1-for-1 cocktail tokens to redeem a complimentary drink for their best buds, a branded mask chain, and sticker set. It’s a win-win!

*Full list of participating bars: Al Capone’s Scape, Al Capone’s Sportsman, Barbary Coast, Bar on Chulia, Chug Chug Tanjong Pagar, Cuscaden Patio Bar, Employee’s Only, Fat Prince, Jekyll & Hyde, Lad & Dad, Le Coq, Mazzo Restaurant & Bar, Meatsmith Telok Ayer, Moonstone Bar, Redtail, Sarnies Telok Ayer, Savanh, Southbridge Hotel, Restaurant & Whisky Bar, Warehouse Bar Clarke Quay and WTF @ Ann Siang.

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