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Shanky’s Whip partners with Global Brands
Global Brands has signed a deal to be the exclusive distributor for Irish whiskey liqueur brand Shanky’s Whip in the UK.
The partnership will involve Global Brands handling the full UK distribution for Shanky’s Whip across on-trade and off-trade, online, and cash and carry channels.
The partnership follows Global Brands’ recent shift in focus to spirits.
For Shanky’s Whip, it will provide ‘a broad distribution network and valuable market insights’.
Julian Atkins, managing director at Global Brands, said: “Becoming the UK distributor for Shanky’s Whip marks another milestone in our ongoing spirits strategy as we continue diversifying the business into new categories through a combination of NPD and working with established industry partners.
“Elwyn Gladstone and Mark Teasdale [co-founders of Shanky’s Whip] have an amazing track record of creating and building brands, and we are delighted to be working with them.”
“Shanky’s authentic provenance, unique brand proposition and iconic flavour is fast becoming a consumer favourite, and we’re looking forward to leveraging our capabilities to support the brand.”
Shanky’s Whip is owned by importer and distributor Biggar and Leith.
The liqueur is a blend of whiskey, vanilla, and caramel, and is designed to be enjoyed as a shot, sipped or mixed.
“This partnership with Global Brands will help to expand our distribution footprint across the UK. We have enjoyed tremendous growth for Shanky’s Whip overseas and see a real opportunity here in the UK”, added Gladstone.
“Global Brands will play a key role in our UK growth, and we look forward to seeing the partnership results come to fruition over the coming months on our journey of achieving key grocery listings.”
Global Brands’ current spirits portfolio consists of 15 brands, including VK, Hooch and Franklin & Sons.
The distributor also recently announced a partnership with Red Leg Rum for the off-trade and the launch of Take, its own flavoured Tequila.
Shanky’s Whip’s global expansion plans have already seen the brand become available on cruise retailer Harding Retail’s P&O ships and enter South Korea and Japan this year.