Many manufacturers of food and beverages in advertising and promotion are faced with such a concept as “established opinion”. It is with such a prevailing opinion that whiskey is a serious drink that should be drunk respectfully, with special piety, and the Scottish brand of whiskey Monkey Shoulder decided to compete.
In order to convey to the public that it is possible and necessary to experiment with whiskey, this company ordered a large truck, on the roof of which a giant shaker more than 8 meters long, more than 2 meters wide and almost 4 meters high was placed. They wrote the name of the brand on it and sent it to travel around America.
The vehicle looks very much like a concrete mixer, and it would seem that the PR campaign of Monkey Shoulder could have been limited to this. But it was decided to use the shaker for its intended purpose: a Monkey Mixer cocktail of whiskey, mint syrup, soda water and lemon juice was poured inside. It took 123 bottles of whiskey to make this cocktail. And the shaker itself holds almost 000 liters.
The organizers of the action hope that now people will use whiskey more actively for various cocktails and that the excess flair of elitism will disappear from the drink.