A STRATEGIC MIND WITH A CREATIVE EDGE.

Sabine Sheehan is the founder of SHIOCH, based in Co. Kildare, delivering highly skilled marketing consultancy, brand-building expertise, and mentoring training for those seeking to ignite their brand.

An award-winning marketeer, Sabine originally studied Applied Chemistry at LIT Limerick before furthering her business and language education in Retail Business and Sales in Stuttgart, Germany. Having legitimised her TV career as the German Rose ( Rose of Tralee 1993) , Sabine then travelled the world as a marketeer and producer of her own music production company, MASS PRODUCTIONS, while also performing as a singer/songwriter on international stages. 

Returning to Ireland with ample media and TV experience, Sabine began working in her spirits career in 2007 with Irish Distillers Pernod Ricard, leading the Sales and Marketing drive for Ireland’s top Irish whiskey tourism destinations within the Jameson Brand Homes (Dublin & Midleton) for over nine years. Her passion for Irish whiskey and whiskey tourism was nurtured there, leading her to successfully launch and brand manage the independent Camus-owned Irish whiskey brand, Lambay Whiskey.

Also working as a Global Irish Whiskey Brand Ambassador for Lambay Whiskey, Sabine launched, mentored, and advocated the Irish Whiskey story from the USA to Europe to Asia. She is the only female (yet!) to be awarded both the Irish and Global Icons of Whisky Award as Irish Whiskey Brand Ambassador firmly establishing her expertise and knowledge in the field. Sabine also served as an active member of the Irish Trade & Tourism Committee with the Irish Whiskey Association from 2021-2022.

Sabine's unique skills include business strategy, creative brand building, leadership, management, and brand marketing. With over 20 years of experience in brand and marketing roles across various sectors, she brings a wealth of knowledge to the table — always with a huge smile and approachable style.

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

Sabine Sheehan, Managing Director of Shioch Consultancy.

A woman with glasses sitting at a desk, talking on a phone, being interviewed or having a conversation with a person whose back is to the camera, in a formal office setting.

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)

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.