Eager to crack the convenience market, Shanky’s Whip Irish Whiskey Liqueur has embarked on a campaign with Costco, which will see the brand sampled across 28 Costco depots on 124 dates in the next three months.
The major activation marks a significant pillar in Shanky’s Whip’s global expansion strategy, which focuses on encouraging consumers and the trade to ‘give it try’ and educate on the flavour profile and usage for the Irish Whiskey Liqueur.
Shanky’s Whip 1 Litre is available to Costco customers now and will be showcased and sampled via branded stations in high footfall areas of depots. The brand’s newly-launched 1.75 litre bottles will also be trialled at selected depots, marking the first time this format will be publicly available in the UK.
Distilled in County Cavan and blended and bottled by Shanky and Shireman under bond in Ireland, Shanky’s Whip believes it is well positioned to bridge the gap between Irish whiskey and liqueur.
Tim Dunlop, European commercial director at Shanky’s Whip, said: “A successful trial and sampling campaign in late 2023 saw over 3,000 bottles sold across six Costco depots in just a few days, so we’re confident in Shanky’s Whip’s ability to appeal to Costco customers and UK shoppers overall. Our research proves that nearly three quarters of consumers love Shanky’s Whip after tasting it, which is why getting liquid on lips sits at the heart of our consumer strategy. Our goal, as we embark on our convenience retail focus, is to drive trial and communicate its broad appeal.”
Using a blend of Irish spirits and aged pot still whiskey, Shanky’s Whip uses the natural flavours of vanilla infused with caramel to create a dark and distinctive spirit that is creamy and smooth with buttery, vanilla notes and a sweet spice and butterscotch finish with long Irish whiskey notes.
During the campaign period, which will see Shanky’s Whip showcased in Costco’s across the country, special week-long activations in the lead up to St. Patrick’s Day are scheduled in selected depots to build the brand as the spirit of choice to celebrate with. The depots include Watford, Sheffield, Glasgow and Birmingham.
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