Drinks PR and advocacy agency Shift6 has been appointed to lead PR and support on advocacy initiatives for the launch of new Irish whiskey brand Sailor’s Home in the UK.

The brief comes at a dynamic time for Irish whiskey, the fastest-growing spirits category of the past decade, according to the Spirits Business, which Sailor’s Home is well equipped to take advantage of with a three strong lineup of premium expressions.

The London-based agency’s team of drinks PR and advocacy specialists will be launching Sailor’s Home’s first range of three Irish whiskies to trade and consumer press and supporting in establishing it in the UK on- and off-trade – reporting to Sailor’s Home and working in partnership with distributor Highball Brands.

Created in Limerick by legendary master whiskey maker Dr. Jack Ó’Sé, Sailor’s Home’s distinct flavours have been shaped by an adventurous approach to blending, ageing and finishing. Marketed as ‘not just another Irish whiskey,’ Sailor’s Home seeks to take drinkers on a new journey, with flavours that push the boundaries of what is expected of a premium Irish whiskey.

John Kenna, co-founder of Sailor’s Home, says, “We were impressed by Shift6‘s knowledge, experience and passion for the drinks industry and their approach to understanding the unique and contemporary style of Sailor’s Home and our audience. When we selected them as our new communications partner, we knew we would be working with a creative and knowledgeable team that felt like an extension of our own.”