Penderyn expands presence in Asia

Welsh distillery Penderyn has reported ‘unprecedented growth’ across Asian markets in 2024, and in particular, China and Taiwan.

The brand’s expansion in the Asian market is led by Nicole Liu, Penderyn’s brand manager and ambassador for Asia, with strategic guidance from whisky veteran Ian Chang.

Liu said: “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.”

Since joining Penderyn in 2021, following a tenure at Kavalan Distillery, Liu is said to have achieved a tenfold increase in Asian sales for the brand.

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.

Meanwhile, Chang, a former Kavalan master distiller and current master distiller and blender of Komoro Distillery in Japan, is helping guide Penderyn’s strategic expansion across Asia.

He added: “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.”

Penderyn’s success in Asia is attributed to its unique production methods, including using Faraday stills—a legacy of the late Dr Jim Swan, whose expertise helped create the whisky’s profile that resonates with discerning Asian consumers.

The distillery’s Welsh heritage has proved particularly appealing in Japan, where recent research by Food & Drink Wales revealed Welsh whisky enjoys 39% consumer awareness – surpassing all other Welsh produce categories.

The Welsh dragon, a symbol comparable to the Union Jack in Japanese consumers’ minds, has become a powerful brand asset in the region.

Penderyn is also looking to capitalise on favourable trade conditions, including the UK-Japan Comprehensive Economic Partnership Agreement (CEPA), which provides strategic advantages for Welsh exporters in Asian markets.

In August this year, Penderyn halted whisky production at its newest distillery in Swansea after the ‘slow economy’ caused a drop in demand for its products.

Last year, Welsh single malt whisky was recognised with the UK Geographical Indication (UK GI).