Бренд Fielden Whisky запускает экспансию на азиатском рынке

Fielden Whisky kickstarts targeted Asia push Fielden Whisky is bottling the English countryside and setting sail for eastern shores, reports Rebecca Lo, as the brand prepares to enter Asia-Pacific for the first time. Premium English rye whisky brand Fielden expands across Asia-Pacific to target both new and serious whisky drinkers keen to discover what’s next. By Rebecca Lo Fielden Whisky is poised to enter the Asia-Pacific region through targeted expansion in key markets including Hong Kong, Singapore, mainland China, Japan, South Korea and Australia. Following its acquisition by brand development agency GHF in 2025, the rye whisky producer will work with market strategist Nimbility to build its presence across Asia-Pacific. The focus will be appointment of new importers, distribution partners and targeted initiatives. Organic premium spirits Fielden is rooted in the rolling hills of the Cotswolds at The Oxford Artisan Distillery in England, launching in 2012 with a vision of crafting certified organic premium spirits. Its small-batch whisky is made from rye, a resilient crop that requires less agricultural intervention than barley, which most whisky production depends upon. Rye supports more diverse farm ecosystems, yielding grains with distinctive characteristics that add complexity and depth to the finished spirit. Globally, whisky is coming into it own as a mature category with consumers looking for experiences that showcase memorable flavour profiles and authentic stories associated with the spirit. Asia-Pacific’s markets include affluent novices discovering whisky for the first time alongside experienced enthusiasts keen on exploring beyond Scotch, Bourbon and Japanese whisky styles. With its contemporary approach to craftsmanship, innovative grain recipes and creative cask maturation, Fielden offers Asia-Pacific a unique, narrative-driven portfolio. The products rolling out across the region include its signature Fielden Rye Whisky—a gold medal winner at the World Whiskies Awards 2025, limited edition Harvest releases, and Fieldnotes collections. High-end hospitality Fielden’s expansion will target on-trade venues, specialist whisky retailers, luxury hospitality partners, and experiential consumer activations. In the regional hubs of Hong Kong and Singapore, it will aim to on-board influential whisky connoisseurs through spirits education within high-end hospitality and premium retail settings. In burgeoning premium spirits markets such as South Korea and mainland China, Fielden will tap into their cocktail culture and interest in craft and luxury import brands, respectively. “Every Fielden bottle reflects the beauty of the English countryside, the diversity of our fields, and our commitment to farming in harmony with nature,” said Fielden CEO Tristram Coates. “We believe consumers will be drawn to Fielden’s distinctive character and pioneering approach, and we’re delighted to have Nimbility’s expertise and network supporting our growth across the Asia-Pacific region.” According to Manuel Arce, Nimbility’s spirits and non-alcohol director, “today’s consumers are looking for authenticity, sustainability and new flavour experiences, and Fielden delivers on all three. As awareness grows, we see significant potential for Fielden to become one of the most exciting emerging whisky brands across the region.” Related news £130 whisky cask bought in 1971 now valued at £270,000 Scientists have found out what causes 'tropical' aromas in whisky United Spirits accused of 'misleading' whisky maturation claims