BRAND STRATEGIST. MARKETING CONSULTANT.

20 YEARS IN THE MAKING.

I'm Sabine Sheehan — founder of SHIOCH and a brand and marketing consultant with over 20 years of experience across Irish Whiskey, FMCG, manufacturing, PR and events.

My career has taken me from leading the Jameson Brand Homes for Irish Distillers Pernod Ricard, to launching Lambay Irish Whiskey internationally, to working across brand strategy, NPD, campaign management and creative execution for some genuinely brilliant businesses. Along the way I picked up both the Irish and Global Icons of Whisky Awards for Brand Ambassador — something I'm proud of, even if I'm not someone who leads with awards.

What I actually love is the work itself. Getting into a brand, understanding what it's really about, and helping the people behind it tell that story more clearly — and more effectively. But what clients actually come to me for isn't the CV. It's the ability to cut through, make clear decisions, and get the work done to a standard that moves the needle. I work hands-on, I work honestly, and I work across sectors — because good brand thinking doesn't belong to any one industry.

Whether that's a spirits producer, a manufacturing business, a growing FMCG brand, or a company that needs a steady pair of hands on a big project, I bring the same thing every time: honest thinking, real experience, and genuine investment in the outcome.

“The brands I respect most are the ones that know what they stand for — and have the courage to say it clearly. That's what I help businesses find.”

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.

Behind every strong brand is someone asking the right questions.

That's the role I play. Not just a consultant who delivers a document and disappears — but a genuine working partner who stays invested in the outcome. I flex to your pace, your team, and your priorities — whether that's a defined project or ongoing day-to-day support.

If you want someone who'll give you their honest view, roll up their sleeves, and care as much about your brand as you do — that's what SHIOCH is here for.

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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LET’S TALK

I work with a focused number of clients at any one time — so when I'm in, I'm really in. If you're looking for that kind of partnership, I'd love to hear what you're working on.

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