Sheep Dog is putting on-premise at the centre of the launch of its new Peanut Butter Jelly Whiskey, with a major consumer activation kicking off in August to drive trial and venue engagement.
The campaign will see the brand take over Sydney’s Newtown Hotel for a month-long “Dog House” party, transforming the venue with themed cocktails, food specials, events and interactive experiences designed to introduce drinkers to the new expression.
The activation supports the launch of Sheep Dog’s first flavour innovation since entering the Australian market.
Peanut Butter Jelly Whiskey builds on the success of the brand’s original Peanut Butter Whiskey, combining its signature peanut butter profile with sweet strawberry jelly notes to create a nostalgic, dessert-inspired flavour.
Designed for versatility behind the bar, the 30 per cent ABV whiskey liqueur can be served neat, over ice or as a chilled shot, while also offering venues an easy way to add playful twists to cocktails and menu items.
The launch follows strong growth for the brand in Australia, with Sheep Dog’s Peanut Butter Whiskey now ranked as the country’s second-largest flavoured whiskey brand, according to Circana (March 2026).
The expansion reflects continued consumer demand for approachable, flavour-led spirits and gives venues another option in the growing flavoured whiskey category.
“For pubs and clubs, we see strong potential for Sheep Dog across cocktails, shots and even food,” the creators told PubTIC.
“The original Sheep Dog puts a playful twist on the espresso martini – dubbed the ‘Wooftini’ – by swapping vodka for peanut butter whiskey, while PBJ offers an even sweeter take.
”Both products also work well as a fun, surprising shot or can be incorporated into desserts and other indulgent menu offerings.”
