Welcome, the hybrid

‘Modern’ Scotch whisky brand Monkey Shoulder has done a curious thing. It has launched a new product that isn’t quite a whisky, and isn’t quite a rum. No, Fresh Monkey claims to be a world-first innovation described as having the depth and body of a whisky, but the versatility of a rum. But do hybrids solve a problem, taking a brand into new occasions and to new consumers? Or in trying to be all things to all people, do they risk being not enough of one thing for anybody??

Monkey Shoulder, you have our attention. This week the brand announced the launch of Fresh Monkey, a spirit made especially for mixing. The product in its simplest terms is described as a blended grain spirit, that is intended to have the versatility and freshness of a light rum, but with the depth, and delicate malty finish of a whisky. In the words of the brand, the launch is intended to “create endless cocktail possibilities”, taking the brand where the blended malt on its own, just can’t go.

But what specifically is it? According to the brand, the liquid is a mix of three new make spirits – two grain spirits and one Speyside malt spirit – that have been blended unaged, and fresh off the still. The technique it’s claimed gives the blended grain spirit the richness of classic malt notes, with the vibrant tropical and grassy notes of an Agricole rhum. Got it?

Neither one thing, or the other

Brian Kinsman, master blender for Monkey Shoulder, explains: “We’re always looking for ways to mix things up. Just like we did when we first launched our Monkey Shoulder Original, which unlike the rest of the Scotch Whisky category, was made for mixing. Now, we are breaking new ground once again with the launch of a new Blended Grain Spirit.

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