Independent family distillers, William Grant & Sons UK has today confirmed that John Wayte will take on the role of UK brand ambassador for Monkey Shoulder.
As the face of the UK’s most exciting Scotch whisky, John’s role will see him support Monkey Shoulder’s continued growth and take it to a wider audience than ever before. He will work extensively in the brand’s on-trade heartland alongside Global Brand Ambassador Joe Petch and bartenders across the UK to affirm Monkey Shoulder’s position as the world’s top trending Scotch.
John’s wealth of experience has included previous ambassador work in Poland where he built brand awareness and advocacy, and delivered brand stories to the on-trade, consumers and the media.
John Wayte commented: “It is a huge honour to be joining such an exciting and dynamic brand. Monkey Shoulder is a whisky I have always admired and one that has never been afraid to break with convention. It’s great to be part of a team with such a passion for Scotch and with a very exciting vision for the brand.”
Asmita Singh, Senior Brand Manager said: “John’s energy and enthusiasm for the industry combined with awesome interests such as filmmaking and extreme sports make him the perfect fit to break down preconceptions of scotch whisky. I am excited to see his open approach in action with bartenders and consumers to bring even more cocktail lovers into the cheeky world of Monkey Shoulder.”
Follow John’s Monkey Shoulder journey on Instagram @_barmonkey.