(Nicole Liu, Penderyn Distillery’s Brand Manager and Ambassador for Asia and Special Advisor, Ian Chang.)
In a serendipitous alignment of Eastern and Western dragon symbolism, Penderyn Distillery, the flag-bearer of Welsh whisky, is experiencing unprecedented growth across Asian markets in 2024, the Chinese Year of the Dragon.
The expansion is being orchestrated by Nicole Liu, Penderyn’s dynamic Brand Manager and Ambassador for Asia, with strategic guidance from whisky veteran Ian Chang.
Liu, who joined Penderyn in 2021, has already achieved a remarkable tenfold increase in Asian sales. Her expertise, honed during her tenure at the prestigious Kavalan Distillery, has proved instrumental in positioning Penderyn as a premium whisky brand in the world’s fastest-growing luxury spirits market.
“The Asian market has shown particular enthusiasm for our Dragon series, especially Penderyn Legend,” says Liu. “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.”
The expansion is particularly timely as China, now the world’s fourth-largest whisky market by value, is projected to double in size over the next five years. Market analysis indicates whisky sales in China are expected to surge by 88% between 2023 and 2026, with premium single malts leading the charge. Taiwan has also shown significant growth and increased brand visibility over the past few years under Liu’s stewardship.
Ian Chang, formerly of Kavalan and currently heading the Komoro Distillery in Japan, is at the helm helping guide Penderyn’s strategic expansion across Asia. “In comparison with UK, European or US markets, Asia Pacific in general is doing ok,” says Chang. “After establishing strong positions in China, Taiwan, and Hong Kong, we’re now setting our sights on developments in South Korea and Southeast Asia.”
Penderyn’s success in Asia can be attributed to its unique production methods, including the use of Faraday stills – a legacy of the late Dr. Jim Swan, whose expertise helped create the complex liquid profile that resonates strongly with discerning Asian consumers.
The distillery’s Welsh heritage has proved particularly appealing in Japan, where recent research by Food & Drink Wales reveals that Welsh whisky enjoys 39% consumer awareness – surpassing all other Welsh produce categories. The Welsh dragon, a symbol of quality comparable to the Union Jack in Japanese consumers’ minds, has become a powerful brand asset in the region.
Looking ahead, Penderyn is capitalising on favourable trade conditions, including the UK-Japan Comprehensive Economic Partnership Agreement (CEPA), which provides strategic advantages for Welsh exporters in Asian markets.
As the Year of the Dragon unfolds, Penderyn’s expansion reflects the rising status of Welsh whisky in Asia’s premium spirits market, with the iconic Welsh dragon serving as a fitting symbol for this ambitious eastern journey.
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