Overview: Paragon Brands has entered a new partnership with Irish whiskey liqueur brand, Shanky’s Whip. The company will now take on the drink’s full UK distribution across retail, convenience, wholesale and cash and carry channels, as well as through e-commerce.
The Full Story
Kicking off in November, the new partnership will broaden Shanky’s Whip’s footprint across the UK, and the premium liqueur will be available exclusively to the UK convenience retail sector via Paragon. Shanky’s Whip first arrived on the UK drinks scene in 2021, creating much excitement with its ostrich and rider mascot, branding and backstory. Known for its distinctive black colour and rich, smooth character, Shanky’s Whip combines Irish whiskey with flavours of vanilla and caramel, bridging the gap between Irish whiskey and liqueur. Chris Jones, MD at Paragon Brands, noted that the company has watched the brand land successfully in the UK and aims to take it to the next level via their strong distribution network. He added that the bottle shape, styling and branding bring something new and refreshing to the drinks market. Co-founder Elwyn Gladstone highlighted amazing success in the US, Europe and many other countries, expressing excitement to increase momentum in the UK with Paragon Brands.
Production & Profile
Shanky’s Whip (33% abv) is available in 20ml, 50ml, 350ml, 500ml, 700ml, one-litre and 1.75-litre bottles, and a 100ml can, as well as 350ml and 700ml bottles in branded gift packs with mini glasses. The distinctive black colour combines Irish whiskey with vanilla and caramel flavours.
Brand & Industry History
Shanky’s Whip first arrived on the UK drinks scene in 2021, creating much excitement with its ostrich and rider mascot, branding and backstory. The brand has seen amazing success in the US, Europe and many other countries, with plans to increase momentum in the UK through this new partnership.
What This Means
Paragon Brands has also been appointed as distributor for Lucas Bols and Goslings this year. The company will now take on the drink’s full UK distribution across retail, convenience, wholesale and cash and carry channels, as well as through e-commerce. The task is to take the brand to the next level via a strong distribution network and support it as it scales up, ensuring it thrives in all markets.
Consumer Takeaway
The premium liqueur will be available exclusively to the UK convenience retail sector via Paragon starting November. Shanky’s Whip (33% abv) is available in 20ml, 50ml, 350ml, 500ml, 700ml, one-litre and 1.75-litre bottles, and a 100ml can, as well as 350ml and 700ml bottles in branded gift packs with mini glasses.
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