The hospitality industry is slowly starting to rebuild as experience-deprived consumers seek out the joy of travel. Yet the recovery remains fragile and the impact of the pandemic continues to loom. With this in mind and in support of the UK Hospitality industry, Monkey Shoulder has teamed up with board game specialists The Dice Guys to create a spirit-lifting game, Cards For Hilarity to provide some light-hearted fun for consumers whilst raising money for the sector. 

Cards for Hilarity aims to poke fun at life’s mundane moments and adulthood's most tedious tasks. Inspired by the monotony of lockdown life, the game makes fun of everyday conundrums whether it's spending too much on takeout when you’ve just done a weekly food shop, forking out a small fortune on lockdown loungewear or just the everyday struggle of getting out of bed. The game aims to bring audiences together to have a laugh at the peculiarities of the last twelve months. The game is split into two – Spirit cards and Mixer cards – and players will need to select their funniest card combinations to fill in the blanks within the card selections. 

Created in collaboration with board game specialists The Dice Guys, who went viral in 2020 after Lockdownopoly turned into a global sensation. The creative idea and campaign is led by Global PR agency Splendid Communications which will help drive the next phase of the brand's international growth. The game will initially launch in the UK, US with Australia following later on in the year. A digital version of the game is also available to play for free, developed by Arcade, an award-winning company that specialises in using immersive technologies to build out digital experiences.

Alec Samways, CEO of Splendid Communications, explained: “Cards For Hilarity has been a particularly important campaign for us, given that all profits are going directly to bartenders affected by the pandemic; a cause that is clearly very close to Monkey Shoulder’s heart, and one they care deeply about. But importantly, this game brings much-needed fun into a challenging time.”

Consumers are able to get their hands on the game for £25.00, with all profits of the game going to Drinks Trust and The Ben, to help those working in the hospitality sector get back on their feet in what has been one of the most challenging times for the sector in recent history.

Joe Petch, Global Brand Ambassador at Monkey Shoulder, added: “At Monkey Shoulder it was incredibly important for us to give back to the industry that has always been supportive of us. While all our favourite bars and restaurants are now open, it has still been an exceptionally tough year for the industry. We feel privileged that we can support those in need, with all of the profits from Cards For Hilarity going directly to hospitality charities who have been helping those worst affected over the last twelve months.” 

As of May 2021 consumer spending on hospitality had started to increase, but still, it remains at less than 70% of pre-pandemic levels. Whilst the industry gets back on its feet, initiatives like Cards for Hilarity are a welcome contribution providing some much needed light-relief for audiences.