Try time: Welsh whisky producer enjoying boom period

Scotch whisky? Sure. Irish whiskey? Absolutely. Whisky from Japan and Australia? Yep.

Welsh whisky? Well that's a surprise - as is the fact that it is enjoying success in whisky-obsessed Japan.

Penderyn Distillery is a pioneering Welsh whisky producer located in the Brecon Beacons National Park, the Copperworks in Swansea and Llandudno, North Wales, reviving Wales' long-dormant whisky-making tradition.

Founded in 2000 as the Welsh Whisky Company, Penderyn became the first commercial Welsh whisky producer since 1894, launching its first single malt in 2004.

The distillery is apparently known for its innovative Faraday Still distillation process, which produces a pure spirit with 92% alcohol in a single distillation run.

Penderyn is experiencing a surge in popularity among Japanese consumers, with its single malt Welsh whisky emerging as the top Welsh food and beverage product in the country.

Stephen Davies, CEO of Penderyn Distillery, attributes this phenomenon partly to the Japanese love of rugby.

"The Welsh rugby team is highly respected in Japan, and Penderyn has long been associated with Welsh rugby. Our commemorative bottle 'That Try' is just one example of this connection."

In 2024, Penderyn sold 10,000 cases across the Asia Pacific region, with Japan being a key market. This success is part of a broader trend of "unprecedented growth" across Asian markets, particularly in China and Taiwan.

Nicole Liu, Penderyn's brand manager and ambassador for Asia, highlights the unique appeal of their products:

"The Asian market has shown particular enthusiasm for our Dragon series, especially Penderyn Legend," she said. 

"Our distinctive use of Madeira casks sets us apart from the sherry cask-finished whiskies common in the region."

Davies adds: "Japan is an important market for world-class single malt whisky, making it a key target market for Penderyn Single Malt Welsh Whisky," 

The Year of the Dragon in 2024 proved advantageous for Penderyn's 'Welsh dragon', with the distillery's Dragon series seeing a surge in popularity across Asian markets.

See www.penderyn.wales. 

Penderyn products are available in Australia at outlets including Nick's, Dan Murphy's stores and at www.whiskymarketplace.com.au/