William Grant & Sons has launched an immersive listening experience for its Monkey Shoulder blended malt ahead of World Music Day.
‘Monkey Shoulder Records’, which will be based at KEF Music Gallery in London, is a “crate-digging playground” with DJ’s, audio technology and premium cocktails. Set to open on 17 June, the activation will feature artists Katy B, DJ Target and DJ Arthi.
“The resurgence of listening bars and record store culture has inspired us to create Monkey Shoulder Records,” said William Grant’s head of marketing for the brand, Stephen Reynolds. “Having DJ Target, Katy B and Arthi, alongside a host of record stores sharing centuries of music knowledge, whilst enjoying delicious cocktails in KEF’s ultimate listening experience – it’s a must-visit for music fans this summer!”
In April, the company’s Silent Pool gin brand collaborated with Ascot Racecourse and the Royal Ascot festival in the UK.
