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Welsh brewery Wrexham Lager secures deal that will see its beer sold at bars and shops in South Korea

By Owen Hughes

The shops, bars and restaurants of Seoul are set to stock beer from Wrexham Lager after they secured a deal in South Korea.

The brewer was one of a few Welsh food and drink businesses celebrating deals with the country after support from the Welsh Government.

Wrexham Lager will see its Wrexham Lager Export bottles in supermarkets, bars and restaurants in Seoul in the coming weeks.

READ MORE: Welsh shopping centre has been put up for auction

Vaughan Roberts, director of Wrexham Lager, said: "We are continually looking for ways to grow the business, and this export deal we have secured in South Korea is a massive achievement for the company.

“A full 40ft container carrying 34,560 330ml bottles of our Wrexham Lager Export 5% was loaded and departed Felixstowe, and will arrive in Korea in the next couple of weeks.

Wrexham Lager will see its Wrexham Lager Export bottles in supermarkets, bars and restaurants in Seoul in the coming weeks (handout)

“The bottle label is a take on one of the historic labels from the old brewery. It was produced with the Korean customer in mind, and is in Korean font to adhere to Korean law.

“We are thankful for the support that we’ve received in order to conclude this deal. The Welsh Government brought in specialist marketing advisors to offer advice and help with any questions or problems that may arise. I personally would like to thank them for their help and professionalism in securing this deal as well as a big thank you to the Welsh Government for promoting Welsh products and businesses in this way. I hope that the Korean public will enjoy our Welsh Lager and that it will lead to further future business.”

The famous name dates back more than 120 years and in 2011 they opened a new hi-tech brewery in the heart of Wrexham, after the original one closed in 2000. While the original brewery was demolished in 2002-2003, the historic building in which brewing started still remains. The Roberts family who restarted Wrexham Lager are still using the same ingredients as the original recipe.

Another company to see success in Korea is Cradoc’s Savoury Biscuits, who will see six of their product lines of crackers become available to consumers.

Director of Cradoc’s Allie Thomas said: “We were able to close this deal following the virtual Trade Development Visit to South Korea which was funded by the Welsh Government in June 2021. We were matched up with interested suppliers and individual virtual meetings took place where we could discuss each other’s requirements. We found a trading partner who saw the quality and potential of our products, and we agreed to work together.

“We supplied specifications with guidance from Project HELIX via Zero2Five Food Industry Centre to deliver the very specific detail required by Korean authorities, including food standards accreditations. This took some time and patience on both sides but once our products had been listed and agreed for consumption in Korea, our partner placed their first order. The first pallet contained four of our products. On receipt of the shipment and as a consequence of market-testing, we received orders for a further two product lines.

“The Korean Market is large and affluent. It has an appreciation of imported food provision. The population is well educated and keen to try European and World foods. The selection of flavours reflects this. In addition, population increase means that food supply chains are important to the South Korean Government and authorities, along with an interest in creating and strengthening reliable supply chains.”

Anglesey Sea Salt / Halen Môn also received success, selling their products to an export and import company in South Korea which supplies chefs and stores, but also sells on Instagram.

Alison Lea-Wilson, director of Anglesey Sea Salt / Halen Môn, said: “We are selling to a young dynamic individual. He has embraced our whole company ethic. He asked us for some branded clothing which he wears when he posts on Insta. We have regular meetings on Zoom using an interpreter and email contact.

“To him, it’s very much more than just the product. South Koreans are interested in Welsh and British culture, the way we use salt compared to how they use it, who makes it and how it is presented.

“We are very excited about this new deal. We would like to thank the Welsh Government for all their support in gaining access to these new markets. We love working with such lovely people and embracing a different culture.”

All deals were secured following the businesses’ participation in the Welsh Government’s food and drink export support programme, which saw 15 Welsh food and drink companies take part in a virtual Trade Development Visit (TDV) to South Korea last year. The virtual TDV programme is intended to support suitable companies which are interested in exporting. It sets them up with carefully selected and matched buyers and distributors in order to develop and strengthen business, trade, and export relationships.

Lesley Griffiths, minister for Rural Affair and North Wales, said: "Securing new export markets, as well as maintaining and building on current ones, is crucial for the future prosperity of the Welsh food and drink industry. Our aim is to support Welsh export businesses, both new and experienced, to help them understand the challenges and opportunities and inspire them to make the most of all the possible markets available.

“Our export support programme is available to all food and drink businesses and helps aspiring, new and established exporters. We have assisted many businesses with our Trade Development Programme to different countries and our intention is to take a Welsh delegation in person to Seoul this September.”

For more information on how the Welsh Government can assist your business with exporting visit https://businesswales.gov.wales/foodanddrink/growing-your-business/exporting

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Dive Deeper:
Wylfa site 'has everything' says UK minister as nuclear fund launches and developers show interest
The £120 million Future Nuclear Enabling Fund is designed to unlock and accelerate new nuclear technologies
Madri Excepcional, the new beer that is 'everywhere' in the UK, where has Madri come from?
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Seoul Recreates Itself In Metaverse To Make Government User-Friendly
South Korea's capital producing digital ecosystem to keep citizens connected. 
North Korea reports first COVID outbreak, orders lockdown
Kim Jong Un calls nationwide lockdown to tackle ‘malicious’ virus after BA.2 sub-variant detected in Pyongyang.
One subscription that gives you access to news from hundreds of sites
England fails to reach household waste recycling target
Wales only UK nation to exceed 50% as households in England recycle less in 2020 than 2019
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South Korean President Yoon Suk-yeol's plans to offer economic aid in return for denuclearisation could face an early challenge amid…
Get all your news in one place