Shanky’s Whip launches campaign to boost sales in convenience

Shanky’s Whip Irish Whiskey Liqueur, one of the world’s fastest growing new spirits brands, is encouraging consumers to have a happy ‘Shank Patrick’s Day’ with its heavy-weight consumer and trade campaign, especially focused on the convenience retail.

Launching now and running for the month of March, the activity will position the brand as the ideal spirit to celebrate St Patrick’s Day with.

The campaign will include local retailer engagement, sampling, out-of-home advertising, experiential and PR activity. Shanky’s Whip has developed a bespoke new gift pack that includes a 700ml bottle with four high quality shot glasses etched with the logo and tagline to drive the brand’s affiliation with St Patrick’s Day and help stores capitalise on the at home opportunity throughout March.  

It’s also offering stores branded free-standing units and posters, branded merchandise, including flat caps and waistcoats, duffel bags, wooden shot paddle boards and ostrich head pourers – driving curiosity for the brand. These are certain to appeal to die-hard fans of Shanky’s Whip and pique the interest of new recruits to the on-trend drink during St Patrick’s Day celebrations.   

The brand will be hosting special week-long sampling activations in selected Costco stores across the country in the lead up to St. Patrick’s Day, building the brand as the spirit of choice to celebrate with. 

Shanky’s Whip will partner with the St Patrick’s Day parade in Birmingham, which returns in 2024 after a four-year hiatus. Shanky’s Whip is going big for the celebration, activating at a series of events taking place in the Pairc at the Parade festival village and The Old Crown pub in the week leading up to the 17th. As part of this, the brand is unveiling a giant street art mural, created by local graffiti artist Panda aka David Brown, on Gibb Street, that will raise awareness and encourage sales of the Irish Whiskey liqueur in local retailers and online. 

Shanky’s Whip has created its very own song to mark St Patrick’s Day 2024 titled ‘I’m a Little Shanky’s, Short and Stout’ sung in the tune of the “I’m a Little Teapot” nursery rhyme. It will be pushed out via a social media campaign challenging influencers to create their own take on a Short and Stout combination; a stout beer served alongside one of the Shanky’s Whip ‘little drinks’, an Iced Irish coffee, French Toast, The Nutter and Pineapple Upside Down Cake. 

Tim Dunlop, European Commercial Director of Shanky’s Whip says, “Our goal is to bring people together to have a happy Shank Patrick’s Day with Shanky’s Whip as the drink of choice. We’re giving our convenience customers everything they need to make it a day to remember and leveraging the taste and authenticity of Shanky’s Whip. Plus, as the day falls on a Sunday this year, there are sure to be celebrations all weekend so there are plenty of opportunities for stores to join in the fun and ensure Shanky’s Whip is the drink on everyone’s lips 

“The St Patrick’s Day activity forms part of a significant investment for Shanky’s Whip, which saw the roll out of new bottle sizes last year, followed by the brand’s very first TV advertising campaign, encouraging viewers to ‘give it a try’. The adverts, coupled with our Shank Patrick’s Day activations this month, are set to boost awareness for Shanky’s Whip, encourage trial and experimentation and place the drink at the heart of celebrations. 

“Shanky’s Whip is now firmly a global brand. In 70 markets around the world, and growing, this year we’re reminding the world about our Irish roots, unique taste credentials and striking design and taking them to the masses.” 

Shanky’s Whip’s 350ml (RRP: £15), 700ml (RRP: £25), 1 litre (RRP: £35) and 1.75 litre (RRP: £65) bottles are available to retailers now via Craftwork.