The Wales Distilled Festival aims to showcase the quality and diversity of Welsh whiskys, gins, and liqueurs, in an effort to reverse the dip in sales experienced by the spirits industry in Wales.
Introducing the Wales Distilled Festival: A Spirited Celebration
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The spirits industry in Wales has experienced a dip in sales this year, prompting concerns among distillers. However, a whisky aficionado and writer from Caernarfon, Sean Williams, is determined to reverse this trend with the inaugural Wales Distilled Festival. Taking place on April 13 in St Asaph, Denbighshire, the festival aims to showcase the quality and diversity of Welsh whiskys, gins, and liqueurs.
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In recent years, the Welsh spirits industry has experienced a resurgence, with a growing reputation for producing high-quality products. By 2023, the sector had generated £241 million in turnover, making it the fourth largest food sector in Wales. However, this year has seen a decline in sales, with many distillers reporting a drop of at least 30% compared to the previous year.
The sales dip can be attributed to macro trends such as the cost-of-living crisis and the rise of 0% alcohol drinks. The start of the year is traditionally challenging for the industry, with consumers often cutting back on luxury items after the festive season. Additionally, changing lifestyle consumption habits have led to an increased demand for non-alcoholic alternatives. However, Sean Williams believes that the artisan spirits sector can use these trends to its advantage by promoting responsible drinking habits and highlighting the quality of small craft distilleries.
Navigating the Challenges: Distillers' Sales Decline
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Neil Pilkington and his wife Suphunsa, owners of SPC Gins and The Spirit of Anglesey store in Beaumaris, have also experienced a decline in sales this year. Despite their successful gin-making experience and positive customer reviews, the footfall and sales have been impacted. Other distillers have reported similar challenges, raising concerns about the overall state of the market.
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Showcasing Welsh Spirits: The Wales Distilled Festival
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The Wales Distilled Festival aims to provide a platform for Welsh distillers to showcase their products and attract a larger audience. With over 30 spirits distillers participating, the festival will feature a wide range of gins, vodka, rums, whiskys, liqueurs, and mead. Notably, the festival will also mark the launch of the first Welsh whisky since Aber Falls released a single malt in 2021. Ceredigion-based distillery, In the Welsh Wind, will unveil its eagerly anticipated limited edition bottles at the event.
In addition to tasting sessions, the festival will offer street food vendors, cocktail bars serving bespoke drinks made with Welsh spirits, and live music performances. Notable exhibitors include Penderyn and Aber Falls, alongside smaller producers. Attendees will have the opportunity to vote for their favorite drinks in the only drinks awards in Wales, which will be presented at a black-tie dinner in October.
Sean Williams emphasizes that Wales is at the forefront of the craft spirits market in the UK, with over 60 producers spread throughout the country. The Wales Distilled Festival aims to celebrate this thriving industry and provide a fantastic opportunity for people to taste the amazing drinks being made in Wales. By showcasing the diversity and quality of Welsh spirits, the festival hopes to boost the spirits industry and attract more consumers.
Save the Date: Wales Distilled Festival 2024
The Wales Distilled Festival 2024 will take place at the Faenol Fawr Country Hotel in St Asaph on April 13, from 12pm to 6pm. Tickets are available in advance for £25. For more information and ticket purchases, please visit the festival website.