STRATEGIC BRAND BUILDER & IRISH WHISKEY EXPERT

Sabine Sheehan is the founder of SHIOCH, a marketing consultancy based in Co. Kildare, specializing in brand strategy, creative marketing, and mentoring for businesses ready to ignite their brand.

An award-winning Irish whiskey brand ambassador and marketing leader, Sabine brings over 20 years of experience in global brand building across spirits, tourism, and lifestyle sectors. Her career spans from leading Jameson Brand Homes for Irish Distillers Pernod Ricard to launching and managing Lambay Whiskey internationally. She is the only woman to hold both Irish and Global Icons of Whisky Awards for Brand Ambassador, cementing her reputation as a trusted voice in the industry.

Sabine’s expertise includes business strategy, brand development, leadership, and creative storytelling. She has represented Irish whiskey worldwide—from the USA to Europe to Asia—and served on the Irish Whiskey Association Trade & Tourism Committee. Her unique blend of strategic insight and creative flair makes her a sought-after consultant for brands looking to grow with impact.

"My expertise lies in identifying opportunities and passionately driving business development while nourishing a team's creativity,"

Sabine Sheehan, Managing Director of Shioch Consultancy.

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Think of us as your behind-the scenes partner, focused on growing your brand inside and out.

TESTIMONIALS

  • "Watershed Group has worked with Sabine and her team on many projects. Her years of experience have given her a unique understanding of the drinks sector and is evident in the high standard of professionalism and enthusiasm that she and the team bring to each project. Her understanding of how core brand values, consistency of brand message and collaboration with key stakeholders, drives design and consequently shelf impact marks her out. She does the hard yards shouldering the load from initial design to finished product. Sabine strives to always add value by differentiating the product to achieve maximum impact. Whether it’s through a first to market sustainable material or pushing the boundaries of print capabilities, her management of the finished product is always market leading and of prize winning quality and design standard. I have no doubt that Sabine and her design team will continue to assist brands to make a significant impact.”

    -Liz Waters, CEO, Watershed Group

  • "I have worked with Sabine a number of times over the years and cannot speak highly enough of her.  She is strategic, pragmatic, and decisive, with an innate ability to cut through the noise and get to the nub of a brand challenge. She is also a joy to work with and brings energy, passion and enthusiasm to everything she does.”

    -Róisín Ní Ráighne, Managing Director, Dynamo

  • "Sabine Sheehan has been instrumental in elevating Powerscourt Distillery and the Fercullen brand. Her expertise spans creative brand development, NPD, label design, strategic brand mapping, and project management. Sabine's integrated marketing campaigns (ATL, BTL, TTL) have significantly boosted brand visibility. She excels in developing comprehensive brand toolkits and offers invaluable mentoring. Her professionalism and dedication are unmatched, making her an invaluable asset to any team.Sabine's extensive experience in the world of whiskey is admirable. Her exemplary work has truly set a new standard in the brand and marketing landscape. Highly recommended!”

    -John Cashman,
    Head of Brand & NPD, Powerscourt Distillery

  • “I have had the pleasure to work with Sabine at Lambay Irish Whiskey, who led the marketing dept and I would like to highlight her professionalism, great personality and her skills in marketing/digital marketing starting from building the brand DNA to the implementation and execution of marketing assets. Her knowledge of the Irish Whiskey category and connection within the Irish Whiskey community make a great asset for any company involved in Irish Whiskey.”

    Jean-David Costerg, Global Commercial Director at Domaine Henri Bourgeois - (Ex- Managing Director of Lambay Irish Whiskey)

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BUILDING BRANDS TOGETHER

At SHIOCH, we flex with your flow—adapting to shifting needs, embedding with your teams, and shaping strategies that evolve with you, on-site or remote.

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