Biggar and Leith-owned Shanky’s Whip has launched an in-store campaign with wholesale retailing giant Costco in the UK.
For the next three months, the Irish whiskey liqueur will have activations in 28 Costco stores across the UK where consumers will be able to sample the brand.
A selection of Costco stores will also have stalls – located in the store’s high-traffic areas – showcasing Shanky’s recently launched 1.75-litre bottles.
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 retail focus, is to drive trial and communicate its broad appeal.”
During the campaign period, there will be special week-long activations at Costco stores in Watford, Sheffield, Glasgow and Birmingham, in the lead-up to St Patrick’s Day, as the brand positions itself as the ‘spirit of choice to celebrate with’.
The Costco collaboration is part of the company’s global strategy for Shanky’s Whip.
Last November, the brand released four new formats worldwide, including a 1.75-litre bottle for on-trade venues. It also gained on-trade listings at two Dublin venues.
The Biggar and Leith portfolio includes Butterfly Cannon Tequila, Hotel Starlino aperitivo liqueurs and Maraschino cherries, Stambecco amaro, Gladstone Axe malt Scotch and Spytail rum.
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Author: Rupert Hohwieler