Global premium drinks business SipWell Brands has been appointed as the exclusive travel retail sales & brand building partner for award-winning Danish whisky Stauning across multiple international markets. Sipwell will support Stauning Whisky in developing their Global Travel Retail footprint with key international partners and distributors.
July 11th – With numerous accolades for not only its whiskies and special finishes, but its innovation and sustainability, Stauning, founded in 2005 by nine friends in Jutland on the West Coast of Denmark is now taking its core whiskies range – Rye, Kaos and Smoke – and its Research series whiskies – El Clásico and Bastard – global.
This year alone Stauning has been awarded 20+ gold or higher accolades including at the World Whiskies Awards and San Francisco World Spirit.
The agreement takes immediate effect and aims to boost Stauning availability across key global hub and top-tier destination airports.
SipWell, founded in 2019 already represents a wide range of premium spirits brands in travel from ultra-premium rum Dictador, Mexican tequila Casa Dragones and premium Caribbean rum, Black Tot to Edinburgh’s Lind & Lime Gin and whiskies The Glenturret, Finn Thomson Private Single Cask Collection, Port Askaig, Fable and Japanese single malt Karuizawa from Elixir Distillers.
Stauning opened its new state of the art distillery with its iconic series of 24 directly-fired small copper pot stills and contemporary malting floor in 2018 and uses only locally-grown grains, peat and heather and either first fill or virgin American oak casks in maturation.
“This is a fabulous addition to our portfolio – the Stauning team is justifiably highly-rated for its innovative engineering, fermentation and a boldness in whisky making that is setting new standards. Theirs is a truly compelling story that we will now take around the world as a leading example of what can be achieved if you decide to go your own way and ignore convention. We know they won’t stop pushing boundaries in creating really exciting and unusual whiskies,” said Andrew Torrance of SipWell Brands.
Keiran Cusker, Global Head of Sales at Stauning said:
“We have been experimenting for over a decade and now have a core range we are all extremely proud of – so proud in fact – we simply want to take our unique whiskies around the world with the help of the SipWell team. We are not slowing or stopping the innovation and will be bringing more specials and limited edition Danish creations to market. It’s also important to us that SipWell wants to tell our story and help us grow lifelong advocates for Stauning Whisky.”
Stauning’s whiskies are bold, fruity and spicy and its bottlings range from 43 – 50% ABV. Signature product Rye is made with local, floor malted rye and barley, sourced just a few kilometres away from the Stauning distillery. The agreement will also cover recent Rye special finishes including Bastard finished in mezcal barrels and El Classico in vermouth casks.
SipWell Brands Limited
The company, founded in 2019 by whisky sector veterans Andrew Torrance and Calum Lawrie is a Scotland based sales, marketing and distribution drinks agency designed to help build global premium alcohol brands. Torrance previously worked with both Beam Suntory and William Grant & Sons and as Managing Director of The Whisky Shop and whisky brand Copper Dog. Lawrie held numerous roles at drinks giant Diageo and was Marketing Director at Copper Dog alongside Torrance. SipWell Brands now represents major premium and luxury drinks brands across Global Travel Retail.
