Monkey 47 celebrates a Wunderbar 10 years
Pernod Ricard’s Ultra-Premium Gin is marking its significant year with the release of six anniversary-edition bottles to raise money for the world’s most endangered primates
There’s just one catch, they’re empty
To celebrate its 10-year anniversary, Monkey 47 is giving something back and doing something good by launching a new campaign that raises awareness of the impact deforestation and poaching is having on the world’s primate population – it’s sad, but true.
The SAD but TRUE campaign includes two elements: a significant donation by the brand to the World Wide Fund for Nature (WWF) and the release of six unique anniversary-edition bottles of Monkey 47. Each of the six new bottles will remain unfilled. Completely empty. But the promise behind the idea is anything but empty. All profits from the six new editions, which will retail for €25 each, will be donated to the World Wide Fund for Nature (WWF).
The Monkey 47 monkey will be offering his rightful place on the bottle to six of his threatened fellow primates facing extinction. These are: Milton’s Titi, Roloway Monkey, Western Gorilla, Bornean Orangutan, Golden Lion Tamarin and Proboscis Monkey.
Louise Ryan, Managing Director at The Gin Hub, comments: “Loved by bartenders and a cult favourite amongst those in the know, Monkey 47 continues its strong growth trajectory worldwide. For the last 10 years, the Black Forest Distillery has never been afraid to break the rules and has grown from a small craft brand into a worldwide global success, whilst retaining its small-batch, craft identity. Could I ever have imagined launching a Gin without the liquid? No, but this is a great way to raise awareness of this sad, but true, issue in a truly Monkey 47 way.”
Alexander Stein, Founder of Monkey 47, comments: “There’s never a bad time to do something good and what better time than our 10-year anniversary. A saying at the Black Forest Distillery goes that every bottle winds up empty at some point. So, we thought, why not sell them that way for a good cause? A rather unconventional idea was born!”
The campaign will launch on Friday 29th May – the week Alexander Stein sold his first bottle of Monkey 47 10 years ago – on the brand’s Instagram channel. Consumers will be directed to the MonkeyKiosk.com to buy the unique unfilled bottles, which will also be available from Friday 29th May – because after all, a bottle unfilled is a promise ful-filled.