Paragon Brands has agreed a new partnership with Irish whisky liqueur Shanky’s Whip. Under the arrangement, the independent drinks company will manage the brand’s complete UK distribution operation across retail and e-commerce, wholesale and cash and carry, convenience, and the on-trade.
The partnership begins in November 2026 and will give Shanky’s Whip broader access to customers throughout the UK. The premium liqueur will be available exclusively to the UK drinks trade through Paragon Brands, which continues to grow its portfolio of international and domestic drinks brands while helping partners build sustainable, long-term market positions.
Shanky’s Whip made its UK debut in 2021 and quickly attracted attention through its distinctive ostrich-and-rider mascot, bold visual identity, engaging story and broad serving potential. The black liqueur delivers a rich, smooth profile that blends Irish whiskey with vanilla and caramel. By combining the character of Irish whiskey with the accessibility of a liqueur, it offers a contemporary alternative for traditional serves, shots, shooters and classic cocktails.
The appointment comes at a time when food and beverage industry trends and food and drink consumer trends are driving demand for distinctive, versatile brands. As food and drink industry innovation develops alongside changes in food and drink marketing, food and drink packaging and food and drink regulations, suppliers are also monitoring wider food manufacturing trends, food processing technology, food distribution trends and food and drink sustainability across the sector.
Chris Jones, managing director at Paragon Brands, says: “We’ve had our eye on Shanky’s Whip for a while and watched it land successfully in the UK – our task is to take the brand to the next level via our strong distribution network and support it as it scales up, ensuring it thrives in all markets.
“Elwyn Gladstone and Mark Teasdale, co-founders of Shanky’s Whip, have created a real buzz in the drinks sector as the brand has really engaged with consumers, creating an army of followers who love its distinctive flavour, versatility, and fun vibes it brings. Plus, the bottle shape, styling and branding all bring something new and refreshing to the drinks market and to the consumer seeking out novel and great-tasting drinks. Already enjoying impressive momentum, Shanky’s Whip is perfectly positioned to benefit from our Drinks In Full Flow ethos, helping take the brand from a fast-growing challenger to an even greater force in the category.”
Elwyn Gladstone adds: “Shanky’s Whip was launched in 2021 and has reached around 130,000 nine litre cases per year in that short time. We have seen amazing success in the US, Europe and many other countries and we are excited to increase momentum in the UK. We have just launched across UK travel retail, have a great innovation in the pipeline and we’re looking forward to getting activity in motion with Paragon Brands.”
With experience spanning global names and emerging homegrown brands, Paragon Brands focuses on developing spirits businesses for lasting success in the UK. The company applies its market knowledge and distribution expertise to brands with established potential, strengthening their positioning, increasing momentum and helping them progress from emerging challengers to nationally recognised category leaders.
Shanky’s Whip contains 33% ABV and is sold in 20ml, 50ml, 350ml, 500ml, 700ml, 1 litre and 1.75 litre formats, alongside a 100ml can. The range also includes 350ml and 700ml bottles presented in branded gift packs with miniature glasses.
The appointment follows two further distribution wins for Paragon Brands, which has also taken on UK distribution for Lucas Bols and Goslings this year.
