Paragon Brands has entered a new partnership with Irish whisky liqueur brand Shanky’s Whip, with the agency taking on the full UK distribution across retail, wholesale and cash and carry, convenience, and e-commerce.
Kicking off in November, the new partnership will broaden Shanky’s Whip’s footprint across the UK. The premium liqueur will be available exclusively via the leading independent drinks business as it expands its portfolio of international and local drinks brands.
Shanky’s Whip burst onto the UK drinks scene in 2021 creating much excitement with its ostrich and rider mascot, eye-catching branding and backstory, and versatile uses. 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 and brings an unconventional twist to traditional Irish tipples, shots, shooters and classic cocktails.
“We’ve had our eye on Shanky’s Whip for a while and watched it land successfully in the UK – our task is to take the brand to the next level via our strong distribution network and support it as it scales up, ensuring it thrives in all markets,” Chris Jones, managing director at Paragon Brands, said.
“Elwyn Gladstone and Mark Teasdale, co-founders of Shanky’s Whip, have created a real buzz in the drinks sector as the brand has really engaged with consumers, creating an army of followers who love its distinctive flavour, versatility, and fun vibes it brings. Plus, the bottle shape, styling and branding all bring something new and refreshing to the drinks market and to the consumer seeking out novel and great-tasting drinks.
“Already enjoying impressive momentum, Shanky’s Whip is perfectly positioned to benefit from our Drinks In Full Flow ethos, helping take the brand from a fast-growing challenger to an even greater force in the category.”
Gladstone added: “Shanky’s Whip was launched in 2021 and has reached around 130,000 nine litre cases per year in that short time. We have seen amazing success in the US, Europe and many other countries and we are excited to increase momentum in the UK. We have just launched across UK travel retail, have a great innovation in the pipeline and we’re looking forward to getting activity in motion with Paragon Brands.”
Shanky’s Whip (33% abv) is available in 20ml, 50ml, 350ml, 500ml, 700ml, 1 litre and 1.75 litre bottles, and a 100ml can, as well as 350ml and 700ml bottles in branded gift packs with mini glasses.
This year, Paragon Brands has also been appointed as distributor for Lucas Bols and Goslings.
Global Brands was the previous distributor for Shanky’s Whip.