- "Makes you go ape"
Kong is a brand of whiskey. The drink's mascot, which is printed on the bottle labels, is a screaming ape.
Many advertisements for Kong can be found on the Roscoe Street Station's walls in 2001. Some are also put in Lupino's Hotel. They feature a painted half man-half ape, implying that drinking Kong turns one into an ape.
By 2012, Max Payne has become an alcoholic and is often seen drinking Kong whiskey.
In Multiplayer, the label is used as a representation of an emblem behind ranks 1-20.