Welsh Whisky Scores Big With Japanese & French Rugby Fans As Six Nations Kicks Off

The enthusiasm surrounding the rugby Six Nations Championship is proving to be the perfect match for Welsh whisky producer Penderyn.
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Credit: Penderyn

The enthusiasm surrounding the rugby Six Nations Championship is proving to be the perfect match for Welsh whisky producer Penderyn, as the distillery reports significant growth in Japanese and French markets.

The connection has been particularly strong in Japan, where research by Food & Drink Wales shows Welsh whisky commanding a 39% consumer awareness rate, outperforming all other Welsh food and beverage exports.

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Stephen Davies, CEO of Penderyn Distillery, said: “We’re thrilled to see Penderyn Single Malt Welsh Whisky becoming synonymous with Welsh rugby in the minds of Japanese and French consumers. It’s a testament to the universal language of sport and the quality of our product that we’ve managed to capture the hearts of rugby enthusiasts across the globe.”

Penderyn Welsh Whisky & Rugby Fever

The success in Japan reflects the country’s growing passion for rugby, particularly following recent international tournaments. The Welsh dragon adorning Penderyn bottles has become a powerful brand asset. Davies adds: “It’s comparable to the Union Jack in Japanese consumers’ minds, representing not just our whisky, but the spirit of Welsh rugby”.

France has emerged as one of Penderyn’s fastest-growing markets, with the Six Nations Championship providing an ideal platform for brand exposure.

“France has quickly become one of our fastest-growing markets,” Davies noted. “The French appreciation for both fine spirits and rugby has created a perfect storm for Penderyn.”

Penderyn’s Expansion

With three operational distilleries in Wales, including the newest facility in Swansea, Penderyn is well-positioned to meet increasing international demand. The company’s distinctive Faraday stills, developed with the late Dr. Jim Swan, produce a light, fruity spirit that appeals to international palates.

The distillery’s expansion comes at an opportune time, as global interest in Welsh whisky continues to grow. The newest Swansea facility enhances production capacity to meet rising demand across Asian and European markets.

The Link To The Six Nations

Penderyn’s approach has cleverly capitalized on the rugby connection, introducing special edition bottles commemorating significant Welsh rugby victories and partnering with rugby clubs for exclusive tastings. This strategy has resonated strongly with fans, making the brand an integral part of match-day experiences.

The brand’s success extends beyond match days, with Penderyn becoming increasingly popular in high-end bars and restaurants across Japan and France. The distillery’s visitor centers have also seen a surge in international tourists, particularly during major rugby tournaments.

Davies shares: “We’ve heard stories of Japanese and French fans toasting every Welsh try with a dram of Penderyn. It’s become a ritual that bridges cultures and celebrates the spirit of the game”.

As the Six Nations Championship continues to captivate audiences, Penderyn’s international presence grows stronger. The combination of Welsh rugby heritage and premium whisky production has created a unique market position that resonates with consumers worldwide.

“We’re not just selling a drink; we’re offering a taste of Welsh culture and sportsmanship,” Davies explains. “Every bottle of Penderyn carries with it the passion of Welsh rugby and the craftsmanship of Welsh distilling”.

The Whiskey Wash Team

The Whiskey Wash Team brings together certified spirits specialists, industry experts, and passionate whiskey writers delivering authoritative coverage of the global whiskey landscape. With deep expertise in bourbon, Scotch, Japanese whisky, and emerging world expressions, the team combines technical knowledge with engaging storytelling. Through news, reviews, and in-depth features, we help both newcomers and connoisseurs navigate the complex world of whiskey, sharing the heritage, innovation, and craftsmanship that makes each bottle unique. Our mission is to inform, educate, and build community through trustworthy, accessible content that serves whiskey enthusiasts worldwide.

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