MONKEY SHOULDER UNVEILS ELEVATED DESIGN IDENTITY

William Grant & Sons has introduced a refreshed design identity for Monkey Shoulder, its blended malt Scotch whisky. Rooted in Speyside yet shaped by urban culture, the new look amplifies the brand’s distinctive codes, uniting heritage and modernity. The whisky remains unchanged, but the lens through which it is seen has evolved.  

William Grant & Sons has unveiled an elevated design identity for Monkey Shoulder, marking a significant moment in the brand’s ongoing evolution. Known for its playful spirit and distinctive character, Monkey Shoulder has always lived between two worlds: rooted in Speyside, where its whisky begins, and built bar by bar in the cities, scenes and communities that have shaped its reputation. The refreshed identity seeks to bring these worlds together in high contrast, creating a visual language that is both bold and authentic.  

At the heart of this evolution lies a renewed focus on what makes Monkey Shoulder different. As a blended malt Scotch whisky, it has long stood apart from traditional single malts and blends, offering a distinctive profile that thrives in cocktails while retaining the craft and complexity of Speyside. The new identity amplifies this difference, placing greater emphasis on the brand’s unique codes. From the iconic Three Monkeys emblem to a richer, more expressive visual world, the design reflects Monkey Shoulder’s ability to bridge heritage and modernity.  

The whisky itself remains unchanged, a reassuring constant for loyal drinkers. Smooth, versatile and unmistakably Speyside in character, Monkey Shoulder continues to deliver the quality and flavour that have made it a favourite among bartenders and enthusiasts alike. What has shifted is the lens through which the brand presents itself. By reimagining its design, William Grant & Sons has sought to capture the duality of Monkey Shoulder’s identity: rooted in tradition yet shaped by contemporary culture.  

This approach underscores the brand’s philosophy that Scotch whisky need not be confined to rigid rituals. Monkey Shoulder has always embraced creativity, encouraging drinkers to enjoy whisky in ways that feel accessible and exciting. The elevated design identity builds on this ethos, offering a visual narrative that is as dynamic as the communities in which the brand thrives. It is a celebration of contrast—between Speyside’s rolling landscapes and the energy of urban nightlife, between heritage and innovation, between the familiar and the refreshingly different.  

For William Grant & Sons, the move represents more than a design refresh; it is a statement of intent. By amplifying Monkey Shoulder’s distinctive character, the company reinforces its commitment to shaping the future of Scotch whisky. The new identity positions Monkey Shoulder not only as a product of Speyside craftsmanship but also as a brand that resonates with modern audiences across the globe.  

Ultimately, the elevated design identity captures the essence of Monkey Shoulder: rooted in where it comes from, shaped by where it lives, and unmistakably itself. The whisky remains the same, but the way it is seen has been transformed, offering drinkers a fresh perspective on a brand that continues to redefine Scotch for today’s world.