Monkey Shoulder is returning to the Great Australian Beer Spectapular (GABS) as a major sponsor for the second consecutive year, upping the ante from last year as  exclusive whisky exhibitor for the event.

Alongside the obvious choice of beer, attendees at GABS events across Sydney, Brisbane, and Melbourne, will be able to opt for Monkey Shoulder. Drinks on offer include Monkey Shoulder’s signature serves, such as the Ginger Monkey, which pairs Monkey Shoulder with ginger ale and orange, and the Monkey Colada, which puts a whisky twist on the Pina Colada.

Monkey Shoulder Marketing Manager Gemma Eastwood explained why the brand decided to partner with a beer-focused event like GABS.

“Monkey Shoulder was originally crafted to mix things up and stand out from the usual whisky crowd, so what better way to do that than showing up at a beer festival? We also know that craft beer drinkers have higher propensity to drink Monkey Shoulder versus competitor whiskies and bourbons, making it the perfect partner for GABS,” she said.

The centrepiece of the activation will be the Monkey Mixer, a mobile bar serving up inventive whisky concoctions, with designated seating areas for attendees. These seating areas include entertainment options, such as arcade games, monkey pong, mini pool, and pinball machines. In addition, Monkey Shoulder will hold a masterclass in each city, where attendees can learn about the art of mixing from Monkey Shoulder Brand Ambassador, Rachael Bartlett.

 Eastwood expects the partnership to enhance the experience of GABS attendees.

“We’re excited to partner with GABS as a major sponsor and exclusive whisky exhibitor, bringing our signature Monkey Shoulder experience to whisky enthusiasts and beer lovers alike. With our innovative cocktails, interactive activities, and larger-than-life activation space, we’re set to paint the ICC orange, elevating the GABS experience and creating lasting memories for attendees,” she said.

GABS is kicking off in Sydney from 31 May to 1 June, with events to follow in Brisbane (14-15 June), and Melbourne (21-23 June).

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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