Welsh distillery In the Welsh Wind hit record sales after appearing on Hairy Bikers Go Local TV series.
Ceredigion Distillery sees spike in interest in spirits and Welsh cask vinegar after Thursday’s aired Hairy Bikers show, with weekend sales up 400% compared to peak Christmas trading Did.
Website traffic also hit an all-time high as viewers logged in to buy vinegar. The Hairy Bikers duo of Si King and Dave Myers chose vinegar as one of his three innovative local produce to match neighborhood restaurants.
In 2021, the distillery produced its first Welsh Cask Vinegar using unsold beer that was due to be scrapped due to Covid-19 lockdowns.
A collaboration between Bluestone Brewing Co and Orkney Craft Vinegar produced a softer, more complex Welsh Cask Vinegar on the palette. This means you can use it in your kitchen, as a salad dressing, or in cocktails.
This versatility sold out the distillery’s inventory almost instantly, and the award-winning Palo Cortado barrel-aged and Dewi Santo gins were also big hits with online buyers.
In the Welsh Wind co-founder Ellen Wakelum said:
“I have been absolutely blown away by the reaction to my appearance on The Hairy Bikers Go Local.
“I spoke with some of the other companies who appeared on previous episodes and they said there was a surge in demand, so they were ready.
“We took the precaution of pre-packing most of the vinegar for the post before the show aired. This gave us a head start, but all we received was We had an intense day left to pack our orders, but the delivery man’s van broke down!
“Thankfully, there has been no major impact and orders are on their way to our customers!”
Broadcast for eight consecutive nights on BBC 2, the Hairy Bikers Go Local series was filmed in July 2021.
In the Welsh Wind’s Welsh Cask Vinegar was introduced to The Stackpole Inn owner and executive chef Matt Waldron, who sources local ingredients for his gastropub menu.
After trying Welsh Cask Vinegar, Matt said he would “100%” consider using it.
“We enjoyed meeting Dave and See and introducing them to our distillery. Through this show, more people will learn about our distillery, our products and the areas in which we are based. I hope you enjoy it.”
The distillery plans to increase production of Welsh Cask Vinegar to meet demand.