Victory Brewing Company continues to dominate regional craft beer through the impact of their Monkey franchise and its ability to reach new drinkers. Golden Monkey, Victory’s flagship brand holds rank as the #1 Belgian Ale in the U.S. while its sour sibling, Sour Monkey, ranks as the #1 Sour in the U.S. Last year’s launch of Berry Monkey proved the franchise shows no signs of slowing as it quickly became a top 5 launch across the entire craft segment.1 To harness the passion consumers have shown for these unique, fun-loving brands, Victory will partner with Wasserman Next Gen on a 5-city Monkeyfest experiential tour as part of their “It’s Monkey Time” campaign.
The “It’s Monkey Time” campaign spotlights the many ways Victory fans enjoy and embrace the Monkeys. Meant to capture that 5-pm Friday feeling any time, and anywhere, drinkers are encouraged to enjoy the big energy, big flavor yet accessible and easy-to-drink varieties that the Victory Monkeys offer. The Monkeyfest multi-city tour is a natural evolution of Victory’s campaign, meant to bring a unique experience to existing and new drinkers. Included in that fanbase are those part of the Monkey Crew – Victory’s inner circle fan club that boasts hundreds of active advocates who drive influence in their local markets through Monkey Crew member ambassadorship.
On Saturday, May 13th in Atlanta, Georgia, the Monkeyfest tour will commence with plans to travel up the East Coast to Brooklyn – providing consumers with the chance to join a one-of-a- kind Monkey branded experience at some of Victory’s most valued partner venues. The tour will hit major Victory markets before the finale at Victory’s Parkesburg, PA Production Brewery & Taproom to wrap up summer. More details on location specifics to be released in the coming weeks, with high level timeline below:
- – Atlanta on May 13th at Boxcar
- – Charlotte on May 20th at Charlotte Beer Garden
- – Cleveland on June 4th at Wild Eagle Saloon
- – Pittsburgh on June 10th at 5 Iron Golf
- – Brooklyn on June 23rd at TailGate BK
To add to the excitement of Victory’s Monkeyfest Tour, Victory recently announced the launch of the newest Monkey to their crew – Juicy Monkey Hazy Imperial IPA. Set only to hit limited markets right now, those cities on the tour (Atlanta, Charlotte, Cleveland, Pittsburgh and Brooklyn) are among some of the few to welcome Juicy Monkey in both cans and draft, providing something special and limited to nearby consumers. Loaded with notes of fruit juice, 9.5% ABV and ripe for the picking, Juicy Monkey is packin’ a punch as he joins the crew. Upfront pineapple and orange aroma meet Sabro, Lotus, and Sultana hops to drop a Hazy Imperial IPA that will have you on Monkey Time in no time.
“Our Victory Monkeys are accessible and approachable offerings that can bring new consumers into craft who may be intimidated by preconceived notions of what craft beer is ‘meant to’ taste like. If we were asked to define the Victory Monkeys, we’d characterize them as big in personality, big in flavor, and boasting a big 9.5% ABV, all while bringing easy-drinking to a variety of styles. This balance can be hard to strike but the Victory Monkeys deliver time and again and we’re excited to continue extending the Monkey franchise in a thoughtful but creative way to reach all drinkers – not just tradtional beer drinkers.” – Kelly Irvine, Victory Brewing Company Brand Manager
To learn more about the Victory Monkeys visit www.victorybeer.com/itsmonkeytime.
Raymond
Terry Bunch