Stauning Danish whisky appoints SipWell Brands to drive GTR presence

By Kristiane Sherry |

Stauning Danish whisky flatlay

Stauning Danish whisky has entered GTR with SipWell Brands.

Stauning Danish whisky has named sales and marketing agency SipWell as its travel retail partner as it looks to grow its footprint in the channel.

Based in Jutland, on Denmark’s west coast, Stauning was founded in 2005. It has become known for its range of cask finishes, its innovation, and its sustainability measures. 

The brand’s state-of-the-art distillery opened in 2018, with contemporary floor maltings and 24 small direct-fired pot stills.

Stauning exclusively uses locally grown barley and rye, peat and heather in production. Its cask programme focuses on either first-fill or virgin American oak. 

Its core whisky range set to be promoted internationally includes Rye, Kaos and Smoke. Research series whiskies El Clásico, made using ex-vermouth casks, and Bastard, finished in mezcal barrels, are also included in the agreement.

The deal between Stauning and SipWell is effective immediately. 

Stauning Danish whisky ‘setting new standards’

“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,” said Andrew Torrance, SipWell Brands Director. 

“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. 

Stauning Danish whisky range

The Stauning whisky range

“We know they won’t stop pushing boundaries in creating really exciting and unusual whiskies.”

Keiran Cusker, Global Head of Sales at Stauning, added: “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. 

Stauning’s signature tiny copper pot stills.

“It’s also important to us that SipWell wants to tell our story and help us grow lifelong advocates for Stauning Whisky.”  

SipWell, which was founded in 2019, already represents a range of premium spirits in the channel. Its portfolio spans ultra-premium rum Dictador, tequila Casa Dragones, Black Tot rum, Lind & Lime Gin, and whiskies The Glenturret, Finn Thomson Private Single Cask Collection, Port Askaig, Fable and Karuizawa.

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