Shanky’s Whip seeks to ‘own’ St Patrick’s Day

Irish whiskey liqueur Shanky’s Whip is launching a range of campaigns in its bid to become the ‘ideal’ spirit for St Patrick’s Day.

The brand will have activity in both the on- and off-trade, including bartender engagement, sampling, out-of-home advertising, experiential and PR activity.

A key aspect of the campaign will be its line-up of ‘little drinks’ – a cocktail menu that will be available in pubs, bars, restaurants and Irish-themed venues.

To participating venues, Shanky’s Whip will provide branded point-of-sale kits and merchandise including tent cards, posters, beer mats and bespoke T-shirts to mark the occasion.

The brand showcased its new merchandise and its ‘little drinks’ at the IFEX show at the Belfast Titanic Exhibition Centre earlier this month.

It has also created a gift pack featuring a 700ml bottle of its liqueur with four branded shot glasses.

And, up to and on the day itself, the liqueur brand will partner with the St Patrick’s Day parade in Birmingham, which is returning after a four-year hiatus.

A street art mural created by local graffiti artist Panda, aka David Brown, will be unveiled on Birmingham’s Gibb Street to further market the Irish whiskey liqueur.

The brand will also host week-long sampling activations in selected Costco stores across the UK in the lead-up to St Patrick’s Day.

The marketing campaign also includes the brand’s new song, called ‘I’m a Little Shanky’s, Short and Stout’. The song will be promoted on social media through a campaign encouraging users to create their own ‘Short and Stout’ drink combination, with one of Shanky’s cocktails served alongside a stout beer.

The cocktails promoted in the campaign are an Iced Irish coffee, the French Toast, the Nutter and the Pineapple Upside Down Cake (see below for the full recipes).

Tim Dunlop, the brand’s European commercial director, said: “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 stores, bars and venues to join in the fun and ensure it 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 our brand, 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 Little Drinks

Irish Coffee

Ingredients:
1 part Shanky’s Whip
1 tbsp whipped heavy cream
3 parts hot coffee
Garnishes: cinnamon, sprinkles or cocoa powder

Method:
Stir together the Shanky’s Whip and hot coffee and garnish with the cream. Top with cinnamon, sprinkles or cocoa powder (optional).

The Nutter

Ingredients:
1 part Shanky’s Whip
1 part Irish Cream
1 part Frangelico

Method:
Layer ingredients into an ice-cold shot glass, then sip and enjoy.

French Toast

Ingredients:
1 part Shanky’s Whip
1 part cinnamon liqueur or whiskey
1 part butterscotch liqueur

Method:
Combine and sip.

Pineapple Upside Down Cake

Ingredients:
1 Part Shanky’s Whip
1 splash of pineapple juice
Maraschino cherry (optional)

Method:
Stir together and top with a maraschino cherry.

Shanky’s Whip Short and Stout

Ingredients:
1 shot of Shanky’s Whip
1 pint of stout beer

Method:
Sip and savour, shoot and chase or drop and enjoy.