Shanky’s Whip Irish Whiskey Liqueur has embarked on a play for major independent and convenience retail, launching an in-store campaign with Costco which will see the brand sample across 28 Costco depots on 124 dates in the next three months. 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. Distilled in County Cavan and blended and bottled by Shanky and Shireman under bond in Ireland, Shanky’s Whip is perfectly positioned to bridge the gap between Irish whiskey and liqueur – two prominent, growing categories gaining traction with consumers. 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.

Source: The Times January 25, 2024 11:43 UTC