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Welsh Dragon Roars in Asia: Penderyn Distillery Celebrates Unprecedented Growth at Whisky Live Manila 2024
Penderyn Distillery, the flag-bearer of Welsh whisky, is making waves across Asian markets in 2024, the Chinese Year of the Dragon. The distillery’s recent appearance at Whisky Live Manila, the world’s largest whisky event, marks a significant milestone in its expansion strategy for the region.
Whisky Live Manila: A Showcase of Welsh Excellence
On November 8-9, 2024, Penderyn joined over 180 premium whisky brands at the Shangri-La The Fort in Bonifacio Global City, Philippines. This prestigious event, now in its 6th edition, provided an unparalleled platform for Penderyn to showcase its unique Welsh single malts to over 3,000 enthusiasts and industry professionals. Stephen Davies, CEO of Penderyn Distillery, says: “Whisky Live Manila offered us a fantastic opportunity to introduce our distinctive Welsh whiskies to the discerning Asian market. The enthusiasm we’ve encountered here reinforces our belief in the region’s potential for growth”.
The Year of the Dragon: A Catalyst for Growth
2024, being the Year of the Dragon in the Chinese Lunar Calendar, has proven particularly auspicious for the Penderyn ‘Welsh dragon’. The distillery’s Dragon series, featuring the iconic Welsh dragon on its labels, has seen a surge in popularity across Asian markets. Nicole Liu, Penderyn’s brand manager and ambassador for Asia, elaborated: “The Asian market has shown particular enthusiasm for our Dragon series, especially Penderyn Legend. Our unique selling proposition lies in our distinctive use of Madeira casks, setting us apart from the Sherry cask-finished whiskies common in the region”.
Unprecedented Growth in Asian Markets
Penderyn’s expansion in Asia has been nothing short of remarkable. In Taiwan alone, annual sales have skyrocketed from 5,000 to nearly 50,000 bottles in 2024. The distillery now sells 10,000 cases across the entire Asia Pacific region, with a strong presence in Japan, China Duty Free, and the Philippines.
Ian Chang, former master distiller at Kavalan and current head of Komoro Distillery in Japan, is guiding Penderyn’s strategic expansion across Asia. He says: “Compared with UK, European or US markets, Asia Pacific is generally doing okay. After establishing strong positions in China, Taiwan, and Hong Kong, we’re now setting our sights on developments in South Korea and Southeast Asia”.
Unique Production Methods Resonate with Asian Consumers
Penderyn’s success in Asia can be attributed to its innovative production techniques, including the use of Faraday stills – a legacy of the late Dr. Jim Swan. This unique approach has created a complex liquid profile that strongly resonates with discerning Asian consumers.
Looking Ahead: Capitalising on Favourable Trade Condition.
As Penderyn continues to expand its footprint in Asia, the distillery is poised to benefit from favorable trade conditions. The UK-Japan Comprehensive Economic Partnership Agreement (CEPA) provides strategic advantages for Welsh exporters in Asian markets. Davies outlined the company’s future plans: “We see Southeast Asia as premium markets in which we plan to build the Penderyn brand and educate consumers about Welsh single malts and our flagship Madeira finished whiskies in particular”.
Penderyn A Shining Star in the Global Whisky Scene
With whisky demand in China set to double over the next five years and the spirit projected to be the fastest-growing in the country, Penderyn is well-positioned to capitalise on this trend. The distillery’s unique Welsh heritage, coupled with its innovative production methods, sets it apart in a market dominated by Scotch whiskies.
As Penderyn continues to make inroads in Asia, it’s clear that the Welsh dragon is not just rising – it’s soaring. The distillery’s success at Whisky Live Manila 2024 is just the beginning of what promises to be an exciting chapter in the history of Welsh whisky in Asia.