Mad Hat Asia partners with William Grant & Sons to raise the bar

Global premium spirits company William Grant & Sons has appointed Mad Hat Asia to manage communications duties for its exquisite range of spirits; Glenfiddich, The Balvenie, Hendrick’s Gin and Monkey Shoulder.

The appointment will have Mad Hat Asia tasked to lead the brand’s 2023 communication efforts in Malaysia, driving the local brand presence and propelling consumer awareness for each of the distinguished spirits.

The partnership includes areas of media relations, press materials, event conceptualisation and management, influencer engagement and media monitoring.

“After being largely confined to our homes for two years, we saw the period ahead as a vital opportunity to challenge the status quo and redefine the usual drinking experience.

Mad Hat Asia’s strong track record of effective communications, media and influencer approach, as well as wealth of understanding for consumer-facing lifestyle brands, served as the perfect tonic to satiate consumers’ thirst for enjoying new drinking occasions and to help us remain at the forefront of Malaysia’s premium spirits scene,” said Erng Joo Law, Portfolio Manager at William Grant & Sons.

Since the commencement of the partnership in September last year, Mad Hat Asia has worked on several notable campaigns, including the extraordinary launch of the Glenfiddich Time Series and the marvellous merrymaking of the Hendrick’s Festive Wonderland.

The former included a media tasting session of the Time Re:Imagined series, featuring the exclusive 50, 40 and 30-Year-Old single malt whiskies. Meanwhile, the latter featured a pop up display at Plaza Arkadia, where consumers witnessed an unusually unforgettable experience to spread that yuletide cheer, and to get their festive season celebrations off to a soaring start.

More recently, Mad Hat Asia and William Grant & Sons joined hands to toast to an extraordinary Year of the Rabbit with Glenfiddich.

The family-owned distiller unveiled its annual limited-edition Chinese New Year gift packs designed by Shanghai-based illustrator, Yixin Zeng – known for his vibrant, expressive and detailed style of painting, in an exhibition held at Pavilion Bukit Jalil.

For these campaigns, Mad Hat Asia was tasked to lead areas like communication strategy, media relations and press materials, event management, as well as influencer engagement.

“We are extremely excited for the opportunity to partner with William Grant & Sons. This presents us with a fantastic platform to step into the world of premium spirits, and to help push boundaries and raise the bar for the brand’s presence and appeal in the country.

Together with William Grant & Sons’ bold approaches and Mad Hat’s thirst to monkey around with fresh approaches and results-driven delivery of boundary busting ideation, we have the ingredients to stir up the perfect cocktail for success,” said Rengeeta Rendava, Group Managing Director at Mad Hat Asia.

Consumers can also lookout for more exciting campaigns from William Grant & Sons and Mad Hat Asia in the coming months ahead, with a Monkey Shoulder exclusive event that is set to redefine your night out.


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