Monkey 47 - Brand Positioning
Monkey 47's story is attributed to an Indian-born British commander stationed in Germany during the Second World War. Inspired by the Black Forrest through the lens of his heritage, he combined British influence, Indian botanicals, and the natural flora of the German forests to create a complex gin called Schwarzwald Dry Gin. Along with the note "Max the Monkey."
He also supported the fundraising of the Berlin Zoo, and during the course, he came to help Max. It may seem natural that years after his retirement, he retained an affinity for the monkey he sponsored, and when he made his gin, he named it "Monkey."
Monkey 47 boasts a whopping 47 botanicals, which makes it the most complex gin on the market. But to throw you another curveball, it's also built on a molasses base spirit.
Together with Malfy is now part of Pernod Ricard.
A PDF file (3 pages) with the Brand Positioning, based on a Brand Key Model