Penderyn’s New Expression A Sporting Salute In A World Cup Whisky

| September 9, 2022

Excitement abounds as Wales qualified for the 2022 Football World Cup in Qatar, and that’s led Penderyn Whisky to launch a new expression in this honor.

It’s Wales’ first World Cup finals campaign since 1958, and honoring the Red Wall’s achievements was top of the list for Welsh whisky maker Penderyn.

They’ve partnered with Welsh football to release a unique single malt whisky, “Yma o Hyd,” as the official whisky of the Welsh 2022 World Cup campaign.

Penderyn Yma O Hyd

Excitement abounds as Wales qualified for the 2022 Football World Cup in Qatar, and that’s led Penderyn Whisky to launch a new expression in this honor. (image via Penderyn)

“Sixty-four years is a long time … it’s more than a generation,” said Penderyn CEO Stephen Davies in a prepared statement. “It’s going to be an exciting winter for Wales, and it’s only fitting we pay tribute to the incredible work the national side has put in to get this far. Fingers crossed, they’ll take it all the way … we’re behind them!”

“Yma o Hyd” is the Red Wall’s anthem, a poetic, stirring, and boasting chorus, and Penderyn named its limited-edition single malt in honor of this spirit of Welsh football. The song’s been a staple in Welsh national grounds and at international matches since the 1980s, having been penned by folk legend Dafydd Iwan.

“We’ve produced a strong, stirring bottling that really reflects the mood and sense of resilience portrayed through Dafydd Iwan’s song,” Davies said. “This is a song that speaks of the dark times Wales has gone through. And yet, we are all still standing, speaking our language, singing our song, and that we’ll live on no matter what happens.”

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He said the chorus of the song translates to “We are still here – in spite of everyone, and everything – we are still here.”

As the nation moves closer to the World Cup, the launch of this special edition whisky recognizes the team’s achievements so far, and also recognizes the role Wales supporters play in the success of their national team.

“It’s clear to see the support the team has going into this World Cup,” said Ian Davis, chief commercial and engagement officer for the Football Association of Wales.

On the whisky side, Penderyn’s Yma o Hyd is a single malt that provides a floral scent with notes of caramels and toffees, and hints of pear and apple. The distiller’s notes show it has a sweet, caramel finish that’s peppery at the end.

The team at Penderyn christened the distillery’s new Llandudno site in 2021, with a third location opening next year. The brand is known for its “Icons of Wales” line, a series of limited single malts paying tribute to heroes and moments of Welsh history.

“It’s important we show our passion for our homeland on the international stage,” Davies explained. “We’re in a perfect position to share Welsh legend and heritage through our whiskies. And while our bottlings travel far, our hearts remain homebound. It’s also why we want to support our national side at the World Cup this year, it’s an incredible chance for the Dragons to show the world what we can do.”

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Gary Carter

Gary Carter has been at the helm of metro newspapers, magazines, and television news programs as well as a radio host and marketing manager. He is a writer/editor/photographer/designer by trade, with more than 30 years experience in the publishing and marketing field. Gary enjoys working to build something great, whether...