Shanky’s Whip Irish Whiskey Liqueur, one of the world’s fastest growing new spirits brands, will stake its claim to own St. Patrick’s Day in 2024. Encouraging consumers to have a happy ‘Shank Patrick’s Day’ with its hero Short and Stout serve, the brand – made in County Cavan, Ireland – is embarking on heavy-weight consumer and trade campaign with a focus on the hospitality sector.
Launching now and running for the month of March, Shanky’s Whip is investing in on-trade activity to position the brand as the ideal spirit to celebrate St Patrick’s Day with, including bartender engagement, sampling, out-of-home advertising, experiential and PR activity.
Shanky’s Whip will offer pubs, bars, restaurants and Irish themed venues exclusive menu offerings in the form of its line-up of ‘little drinks’, as well as branded POS kits and merchandise including tent cards, posters, beer mats and bespoke t-shirts to mark the occasion.
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 venues, retailers and online.
Shanky’s Whip has also created its very own song to mark the occasion titled ‘I’m a Little Shanky’s, Short and Stout’ sung in the tune of the “I’m a Little Teapot” 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 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 bars, pubs, clubs, hotels and venues 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 now via Craftwork.
For more information contact Tim Dunlop, [email protected]