Sarah Patricia Kennedy

Brand Manager

Sarah is the McConnell’s Irish Whisky Brand Manager based in Belfast City in Northern Ireland. She is an Irish Whiskey enthusiast with a dedicated interest in Brand education. With both a personal and professional interest in Irish Whiskey for many years.
Born and bred in Belfast, her background is in Business, with an Honours Degree in Business Studies from Ulster University. She is in love with her home City and is enthusiastic to share stories of the City’s famous history and some long-forgotten stories as well as talking about and the Distillery’s exciting future plans. From the day McConnell’s was introduced to her, she has made it her mission to uncover the Brand’s historical connections to the City of Belfast. She has been successful in unearthing uncovered history and personally connecting with fans from all over the world of this historic brand.
Prior to working in the Spirits Industry, she had 5 years’ experience in corporate sales and customer service working in insurance and risk management. She also has experience in the Hospitality Industry, having worked as a bar tender in a number of bars in Belfast City.
With a growing passion in Irish Whiskey and having recently completed her WSET Level 2 in Spirits, she will continue her studies further recognising the importance of understanding the industry and having in-depth knowledge of the Products in the market and the variety of processes involved in bringing a legendary Whisky to life. As well as formal education, she further develops her knowledge through being an active member of local whiskey clubs, and connecting with a large group of whiskey enthusiasts to explore new and existing whiskies.
As the Brand Manager for McConnell’s she is committed to bringing the brand’s legacy back to life through creative marketing, brand development, social media presence, and customer and consumer engagement. This dedication has been demonstrated through her time with the brand.