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.
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.
Successful landing
Chris Jones, MD at Paragon Brands, said: “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.
“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.”
Co-founder Elwyn Gladstone added: “We’ve seen amazing success in the US, Europe and many other countries and we’re excited to increase momentum in the UK. We 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, 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.
This year, Paragon Brands has also been appointed as distributor for Lucas Bols and Goslings.
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