Monkey Shoulder launches ‘Dragon’s Den’ style cocktail contest

Whisky brand Monkey Shoulder is giving struggling bartenders the chance to bring their own product to market via a new cocktail competition. 

The William Grant & Sons-owned malt whisky brand Monkey Shoulder has launched a new competition, named Monkey Bars. The contest invites bartending teams of two or three people to dream up a unique cocktail designed for home delivery. The winning team will receive invaluable support and advice from industry experts on how to set up their own business, including marketing nous, and distribution approaches.

With only one week left to enter (entries close on 26 August), each delivery cocktail concept must be pitched via an online form with each idea being assessed by a panel of experts.

Entries must include a brand name, an overview of brand identity, three delicious drinks (at least two made with Monkey Shoulder) and, most importantly, a design concept which makes the cocktail packaging stand out, offering consumers more than just a drink for their money.

Following submission, bartenders can continue to build and refine their idea with the three finalists announced on 6 September. The finalists will then see their ideas mocked up before pitching them live to the judges in a “Dragon’s Den-style” presentation on 20 September.

Monkey Shoulder’s global ambassador Joe Petch said: “We hope that this is a chance to change someone’s life, with the concept being progressed and continued following the three months of funding and support from Monkey Shoulder. After a hard time for bartenders, we’re hoping that this opportunity will invigorate their creativity and love for cocktails.”

The winning concept will be created and distributed nationwide through Lean Kitchen Network (LKN), landing on doorsteps across the country this autumn.