“2024 is going to be the year of duty free for Shanky’s Whip,” Daniel Bras, Export Director at spirits creator, importer and distributor Biggar & Leith tells TMI.
Shanky’s Whip, an Irish whiskey infused with natural vanilla and caramel, is the number one brand for Biggar & Leith, with domestic success in almost eighty countries around the world.
Biggar & Leith’s portfolio of brands includes Spytail Rum, Stambeco Amaro, Hotel Starlino aperitivos and amaro, Gladstone Axe Malt Scotch, Butterfly Cannon tequila, along with Shanky’s Whip Irish whiskey liqueur.
The company was created in 2015 by spirits industry veteran Elwyn Gladstone, who previously worked with Hendrick’s gin, Kraken and Sailor Jerry rums. Biggar & Leith’s first brand was Malfy gin, which it sold to Pernod Ricard in 2019. That sale allowed Biggar & Leith to create their own range of spirits.
“Biggar & Leith has always created brands that work outside the box. They have a different approach to the category, the packaging was always very cool and different,” says Bras, who began working for Biggar & Leith in 2021 after stints with Actium, who were agents for Malfy gin, and Alfred Giraud whisky.
“Our really crazy success globally is Shanky’s Whip, the black Irish whiskey liqueur. We are going to sell 1.2 million bottles this year in the third year of the brand. On a global level this is by far our number one brand. It is an incredibly delicious product that has a conversion rate of almost 30%. People who try it buy it. We are now in the four corners of the earth. The U.S. is the number one market followed by South Africa. We have very fast growing markets around Europe, Asia, Latin America, Canada, Australia, New Zealand,” says Bras.
“We did a lot of global domestic distribution quickly and we are just now bringing Shanky’s into the travel retail channel.”
“We believe greatly in the importance of Travel Retail for brand building – it is a window to the world and a great place to showcase new brands to international travelers,” says Elwyn Gladstone, co- Founder of Biggar and Leith.
Having the right partners in travel retail is key, Bras tells TMI.
“We work with Actium for the Americas and JP GTR for Europe and Middle East. They are focusing on Shanky’s Whip and Butterfly Cannon tequila.”
Biggar & Leith has started listing Shanky’s Whip on cruise ships and is targeting Shanky’s home market as a natural fit.
“We are listed in ten retail stores from Harding+ in the Caribbean. In Q2 we are doing a strong activation with P&O Cruises in Europe, basically taking over the retail store and decorating the tunnels that lead to the store. We are also conducting lots of tastings,” says Bras.
“Hopefully we will be listed with ARI in Dublin and we are in negotiations with some of the biggest guys in travel retail. For Shanky’s Whip duty free will be one of our top priorities in 2024-25.”
Butterfly Cannon tequila is the other brand Biggar & Leith is launching in global travel retail.
Butterfly Cannon, created in 2021, started by being the first range of premium 100% agave flavored tequilas, and consists of three SKUs, including a blue color changing tequila that definitely stands out on shelf, says Bras.
“Butterfly Cannon has been making good strides in U.S. travel retail. While not as big as Shanky’s on a global basis, it is doing super well in the U.S. We are also doing well in Europe, but are still very niche and growing from a smaller base.
“Because this brand is doing well in U.S. domestic, and tequila is such a big thing right now, we started in travel retail earlier than we did with Shanky’s Whip. Today, we are listed with DFS in JFK, LAX, and SFO. We are with the main cruise retail operators with Harding+, Starboard, and Heinemann Americas in a total of 45 ships. And we are hoping to expand quickly. We are also with Harding+ in the UK.”
Between Shanky’s Whip and Butterfly Cannon tequila, Biggar & Leith has two unique brands that are now ready to excel in travel retail, says Biggar & Leith co- founder Gladstone.
“Our brands tend to be highly different from the category – and great gifts – Shanky’s Whip is truly one of a kind – a Black Irish Whiskey Liqueur with standout packaging – it makes for a perfect gift. Similarly, Butterfly Cannon is unique within the category – there are lots of flavored tequilas, but our Blue, color changing liquid stands out from the crowd.”
