Brand collaborations are the hottest retail trend right now. Whether it’s charities teaming up with companies to promote a common cause, celebrities creating for fashion brands or luxury brands partner with FMCGthere seems to be an endless supply in the market as companies try to reach new consumers and audiences.
Fashion brands are the industry’s biggest collaborators, and they have a penchant for teaming up with liquor companies. The latest to jump on the bandwagon is Pernod Ricard’s Monkey 47, a batch-distilled, handcrafted gin from Germany’s Black Forest, in partnership with acclaimed Japanese streetwear brand A Bathing Ape (BAPE ).
The partnership will see the release of a limited-edition Monkey 47 Schwarzwald Dry Gin bottle and a collection of BAPE capsules, which will be available in 10 countries around the world, including Hong Kong, the United States, China, Japan, Taiwan, Malaysia, Dubai, Singapore, UK and Germany. From April 30, the clothes will drop at BAPE’s flagship store in Times Square Hong Kong, while Monkey 47 bottles will drop at Watson’s Wine, Hong Kong Liquor Store, Hong Kong Liquid Gold and others. retailers in the city.
Gin collectors and cocktail aficionados can collect the new limited-edition bottle of the Monkey 47 featuring its “wunderbar” jungle print combined with BAPE’s camo pattern. Inside the bottle is the same robust gin with floral, spicy and tangy citrus notes that Monkey 47 is known for.
The capsule collection will include iconic pieces – Hawaiian shirt, hoodie, t-shirt and skateboard – in BAPE’s signature ABC camouflage pattern available in green, pink and blue colorways.
Interested in hanging a piece from the collection? Aside from BAPE’s brick-and-mortar store, the collection will be available in limited editions on bape.com and monkeykiosk.com.
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