As the Welsh rugby team prepare for their next game in the Rugby World Cup one well known Welsh brewer is already savouring success in Japan. Wrexham Lager has been inundated with orders and it’s having to brew additional stock to keep up with demand.
The Japanese orders came about as a result of the Welsh Government-led BlasCymru/TasteWales event held earlier this year in Newport that saw food distributors and wholesalers from all over the world come to Wales to meet with leading Welsh food and drink producers.
Mark Roberts is managing director of Wrexham lager and is delighted with the interest,
“Earlier this year during TasteWales we were introduced to some Japanese importers, there was obviously interest in our produce due to the forthcoming World Cup but the response since then has been incredible.
“We had already shipped bottles out ahead of the tournament but that sold out within a few days so a second load was sent out by air cargo which sold out within 24 hours. We have now sent another load again by air cargo and expect to repeat the process over the next few weeks.
“The tie-in with the Rugby World Cup has naturally boosted the interest but we hope we can capitalise on this and build on the success in the months and years to come.”
Japan is not the only country though where Wrexham Lager is proving popular as an importer from Finland has also placed an order and they are currently in discussions with a range of UK customers and European importers as a direct result of discussions during the Newport event.
Commenting on these successes, Minister for Environment, Energy and Rural Affairs, Lesley Griffiths, said:
“We are constantly looking at ways of increasing our export markets as we know that our food and drink offer in Wales is of the highest quality. We naturally take advantage of key events such as the Rugby World Cup that allow us exposure on the world stage and facilitating introductions for companies like Wrexham Lager is a crucial element of our export work.
“I am delighted to see Welsh companies like Wrexham Lager having so much success in Japan and I hope they can build on this and develop a fruitful export relationship that will hold them in good stead for the future.”
Organised by the Welsh Government, BlasCymru/TasteWales took place at the Celtic Manor resort in March this year and brought the entire industry under one roof to showcase the best of our nation’s growing food and drink offer. It also featured a high-calibre conference programme and showcases of quality products, innovation, skills and business support.