June 20 2024  |  Industry News

“Proudly Welsh”: Aber Falls Welsh whisky launches with Avolta

By Hibah Noor

Aber Falls Welsh whisky features at Cardiff Airport

Halewood Artisanal Spirits’ award-winning Aber Falls Single Malt Welsh Whisky has launched in UK travel retail with Avolta.

The “proudly Welsh” whisky features in at selected airports including Heathrow, London Gatwick, Cardiff, Bristol, Manchester, Birmingham and Stansted. Its launch is being supported by sampling. Activations to highlight the Welsh whisky are also in the pipeline.

A recent addition to the Halewood Artisanal Spirit’s portfolio, the Aber Falls Whisky Distillery is one of only four in Wales and the first in North Wales since the early 1900s. The distillery uses locally sourced Welsh ingredients and water is drawn from the distillery’s own borehole which runs down from Aber Falls and the Snowdonia mountains.

Aber Falls Single Malt Welsh Whisky has a 40% ABV and will retail at £19.99 (US$25.43) for a 1-liter bottle. This rich and full-bodied whisky – crafted meticulously with passion to achieve distinct flavor profiles – has an aroma of vanilla and toffee, candied citrus fruits, and fig and sultana, all balanced with a gentle hint of clove. On the palate, sweet sherry notes mix with dried fruit and spice, complemented by forest fruit flavors, creamy malt, nuts, dark chocolate and espresso.

Aber Falls Single Malt Welsh Whisky claimed Gold at the Drinks Business & Spirits Business Spring Tasting 2022. In the same year it took Silver at the World Whiskies Awards, Silver at the London Spirits Competition and Silver at the World Spirits Award.

Halewood Artisanal Sprits’ Global Travel Retail Director Eamon Prunty said: “This launch with Avolta is a key one for us. Not only does it put Aber Falls in a prime position in UK travel retail, but it will also pave the way for the extension of the brand’s global network. Aber Falls has huge potential in travel retail. Apart from its great taste and competitive price, it’s different, with a good story to tell. It is sure to attract whisky lovers and newcomers to the category through its Welsh heritage and its quality.

“To date, Aber Falls has been exported to 45 countries. It has proven popular with consumers and has already established itself as a sought-after whisky. As a strategically key brand for us, we see so much opportunity for Aber Falls globally. We are looking to expand our current global distribution as well as extending our global travel retail listings at pace.”

Aber Falls joins the whisky offer at Manchester Airport

Aisha Dad, Avolta’s Category Manager for Liquor in the UK, added, “Avolta is committed to providing an exceptional experience to travelers and a diverse portfolio that not only delivers global brands, but also celebrates regional craftsmanship and heritage is equally important. We were delighted to discover the Aber Falls Distillery which truly represents the spirit of North Wales. No whisky offer would be complete without the award-winning Aber Falls and we’re delighted to be extending our relationship with Halewood to introduce the range to our customers.”

The Aber Falls Distillery is located in the village of Abergwyngregyn (which translated from Welsh means ‘mouth of the river of white shells’), near the Rhaeadr Fawr waterfall. Its restored and refurbished facility provides the ideal backdrop to the creation of the Welsh spirit whilst underlining the passion, skill and craftsmanship involved in its production.

The Aber Falls Distillery collaborates with local farmers and uses only authentic Welsh malted barley and fresh Welsh water in recipes developed to highlight the quality of those ingredients.

After fermentation, Aber Falls whisky is distilled in large copper stills, which remove the sulphur from the liquid and help in the formation of esters which give the spirit a refined, fruity character. Once distilled, a range of carefully chosen wooden barrels, including American Oak Bourbon, Virgin Oak and Spanish Sherry, enhance the flavor profile of the whisky during the maturation process.

Aber Falls Distillery has been embraced by the local community and is working to establish strong links and partnerships with other Welsh businesses, with the goal of improving sustainability and driving the local economy and tourism trade.

“We believe that our whisky should put in as much as it takes out,” said Carole Jones, General Manager at Aber Falls Distillery. “Our work with Welsh farmers on growing the finest Welsh barley strives to not only ensure our ingredient is authentic and of the highest quality, but also improve the economy of Wales.

“Aside from growing our ingredients, we also don’t let anything go to waste. Leftover pot ale is given to local farms for use as fertilizer, while spent grain can be recycled as cattle feed. Working with Bangor University’s grain research center, and in partnership with other local businesses, we developed and grew premium malted barley for use in our single malt whisky.”

The distillery’s whisky offer also includes a limited-edition Aber Falls Rye Whisky and Whisky Glass Gift Box, with two whisky glasses.

Aber Falls Rye Whisky was unveiled in December 2023. The expression combines 51% malted rye and 49% Welsh malted barley and has been matured in a Virgin Oak cask for just over three years. Non-chill filtered and with a natural color, the latest release offers notes of Christmas cake candied fruits, marzipan, chocolate, and vanilla, whilst the palate delivers a taste of rye bread with hints of apple and malt. The finish is long-lasting, delicately spiced reminiscent of spiced, ginger biscuits.

Aber Falls Distillery also produces dry and flavored gins and liqueurs and offers a range of gift boxes.

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