In The Welsh Wind eyes overseas growthBy Georgie Collins
Producer In The Welsh Wind has secured a deal with Danish distributor Bemakers to ‘ease the red tape’ and export its spirits across Europe.
Bemakers has distribution centres in four EU markets – Germany, the Netherlands, Sweden and its native Denmark – and has plans to expand into France and Norway.
The company will fulfil all EU orders from trade, retail and consumers.
In the Welsh Wind is cementing the deal by exhibiting at ProWein for the first time this year, which will be held in Dusseldorf from 19-21 March.
Exhibiting at ProWein is part of the brand’s strategy to introduce its range of spirits to key businesses on the continent.
In the Welsh Wind will feature in Hall 13 at stand D06, in the DIT British pavilion.
Our comprehensive guide to ProWein 2023 highlights a number of other creative spirits stands worth visiting at this year’s show.
Sales and export manager Dan Jones, who will be in attendance at ProWein, said: “We will be exhibiting and focusing on four core product lines for ProWein; this will be our signature style gin, our Palo Cortado cask-aged gin, our recently launched Three Grain Vodka and our limited edition rum.
“Having Bemakers in place for the show is perfect as it allows us to easily link customers in key European markets with our product range and it will allow us access to markets on the continent.
“Our focus will be our premium In the Welsh Wind range initially and a particular focus on working with Horeca [hotel, restaurant and catering] and on-trade sales channels.
“This all starts at ProWein for us with the goal to grow our export markets to be in line with our domestic market in 2023-2024.”
In the Welsh Wind, which celebrates its fifth anniversary this year, has already established a ‘strong’ reputation and presence in Wales, and boasts a partnership with UK retailer Harvey Nichols.
To mark Valentine’s Day, we spoke with In The Welsh Wind’s co-founders, Alex Jungmayr and Ellen Wakelam, about what it’s like to work as partners in life and business.