William Grant & Sons has strengthened the ties between music and its Monkey Shoulder blended scotch, this time in India.
The brand will be the “creative partner” for EDM artist Fred Again when he heads to India towards the end of this year. The artist will play three outdoor dates, one each in Bengaluru, Delhi and Mumbai in December.
Details of Monkey Shoulder’s involvement were scant, but the brand’s owner said the dates in India will mark “the start of a three-year partnership”.
Tickets, which go on sale on Friday 3 July, range in price from INR1,750 (US$18.50) for students, to INR6,000 ($63.50).
“Monkey Shoulder has always believed the best experiences should be for everyone – great drinks, great music, great people,” William Grant said. “That belief is exactly why we’re announcing Fred Again as our first ever creative partner, and the start of a three-year global creative partnership – and why, for both Fred and Monkey Shoulder, ticket pricing for these shows was important.”
Just over a year ago, William Grant marked World Music Day in the UK with an immersive listening experience called ‘Monkey Shoulder Records’. The brand sits alongside 2025 addition The Famous Grouse in the company’s blended scotch portfolio.
