Dear faithful followers, friends and participants in our taste panel.
For the past year, things have been a bit on the other end here at the distillery in Thy. After we sent you a letter last winter with the slightly awake conclusion that 'now something new should happen', we have been busy.
With input from our tasting panel, dealers and experts at home and abroad, we have spent the year rethinking the whole way we are tapping our whisky on.
It's been an intense year for us. It feels like a new beginning and such are important.
We have sampled, tasted, smelled, thought and marked on how we would like our life work Thy Whisky Must express themselves on a bottle for the next several years.
And now we're ready to tell you about the future and how the new bottling concept for Thy Whisky looks.
It's basically four things:
- We have designed our very own lightweight and elegant whiskey bottle, which fits us, developed a new box and refined our label with new color codes and details. The bottle is lightweight bottle which reduces co2-theprint from the casting and on the freight of our whisky out to new markets.
- The new bottle is 70 cl. We finally have enough whisky Ready for bottling, which makes it possible. In other words, we have become more adult as distillery, and then it is also time for the bottle to come along.
- We introduce two new series for our bottles: Limited Editions & Single Casks, which builds on the experimental track in our bottling. Core Expressions, which becomes the name of our new 'house whiskey', which must carry the message of our organic single estate whisky wider out into the world.
- The price of one Thy Whisky will in the future be able to be both higher and lower than the DKK 700 - DKK 1,000 that you know for a bottle Thy Whisky.
We are absolutely proud and happy with the result.
If you have time, then sit back well. Pouring a cup of coffee or a dram. In this long letter we would like to tell you much more about how we have come up with these conclusions and why.
And over the next week we will tell you much more about the new bottlings, which we are constantly releasing from May 1 to Thy Whisky Festival on June 22.
Here we go.
Goodbye to the old
On the 9th of February we put with 'Thy Whisky No. 24 - 8 years' a worthy sentence for what has been the formation journey of Thy Whisky. Our playground, the foundation and the budding seed, which have grown larger, year after year.
In connection with the release we held an atmospheric and for us emotional arrangement here at farm With 70 of you among us to remember good moments, say goodbye and get ready for something new. Symbolically we also marked the 10th anniversary of the launch of the very first bottle Thy Whisky The rescue house in Klitmøller in 2014.
More people asked us during the evening why we should suddenly start again. The answer is, in fact, three -part. You get this.
For that First Is it about that we (Jakob, Marie, Ellen and Andreas) feel that this is really a new beginning. To a great deal has Thy Whisky No 1-24 been bottled of "the old vintages" from the construction period. They are from the time before we seriously got the distillery, turned up properly for the production and spun the red thread that runs in all of the casks, We've been filling ever since.
Now we start the vintages of whiskey barrels that we ourselves 100% are behind, which is made of the farm's grain, on farm, With our own hands. Day after day. Right here. Without disturbances and intermediaries. The way we mean whisky must be made. It's not because it's something completely different. It builds directly on that which Thy Whisky has evolved into the first 14 years.
But it's ours whisky. It deserves a special attention, we think.
The other Answer draws a little on the same hammel. Thy Whisky No 1-24 is for us a work of creation. That's the fruit of the foundation our father and father -in -law Nicolaj created together with a wealth of good friends and craftsmen. Danish grain breeders, executioners, farmers, brewers and our first distiller Anders at Nordic Burner. It represents the generation change and the family's continuation in our family, and worked on building and creating direction. It's about the transition from passionate hobby to passionate business - about a new life work set in motion.
It seems appropriate that Thy Whisky No 1-24 must stand as an exciting but completed chapter, which can be remembered with joy. A good beginning. Partly for us who have helped create it, but also to all of you who have believed in us, followed us, supported us, bought a bottle, one cask share Or maybe even have collected parts or the whole series.
We can now allow ourselves to dwell on the last sentence and browse to the next page. For a new chapter with new layers on the narrative and building the central characters of history. Still in excitement about what the adventure brings, because we know from the first chapter that the journey will be long.
The third Answer has a look at the business and the future. We stand somewhere else today than we did yesterday. Since we fulfilled our dream of a organic single estate Whiskey distillery here in Thy in 2019, production has been a completely different one. All of a sudden we could scale production up to 10-double scale. All of the time we could make the quality of our whisky Far more stable - and even better if you ask us. For it comes when you focus, and every single day makes, repeating, repeating, evaluating and improving. We have simply become better craftsmen, we think.
Step by step we have also become more cost -effective and can make more whisky for the money. We are therefore not currently standing in the same way with very Get and very expensive drops. We are now more competitive and have far more whisky accessible.
It allows us to start the next part of our vision for our Danish, organic single estate whisky:
We really want to do Thy Whisky available for more.
We would like to make a whisky You go down the shelf and share with your friends. We want to wider in the big world and show the Danish flag and our organic grain straw. We dream that when the talk falls on new whiskey distilleries in the world when the talk falls on grain and whisky, It is in Kolding, the Netherlands or London, then the talk also falls in Denmark and Thy. We dream of putting a little humble mark on the whiskey world. In the direction we think it should go. We are already well underway.
The award as The year single estate Whiskey distillery by Icons of whisky This year means a lot to us. It is underlining that even though we are a small distillery, we can inspire the rest of the industry to a more terroir-based and sustainable path. A road where the taste of the grain and malt sets the direction.
But should we really succeed in getting the message through, then we need more to taste our lovely whisky And have more bottles on the shelves of the world's whiskey dealers. It still requires 100% focus on quality and originality, but also a new and different focus on accessibility and price.
It's a new era for Thy Whisky, A new beginning. And the start of something - we think - really, really exciting.
The new bottle Thy Whisky has grown up and follows two tracks
The first important new one: We have spent the last year developing a brand new whiskey bottle, which is our very own and that fits right for us. The bottle now holds 70 cl but is thin, elegant and beautiful. It is among the easiest to be found.
Glass casting requires a lot of energy. And minimal consumption of energy -heavy resources should be a matter of course, in the same way that we recycle and recycle 99% of all the residual products in our production every day. The new bottle is not co2-Neutral or something reminiscent of it, unfortunately -but it is a big step forward.
So with the new bottle we go from 50 cl to 70 cl, on most of our bottlings. This means Thy will stand stronger on the shelves around the world when we can match the default size for a bottle whisky, and we have now for the first time finally enough whisky Ready for bottling, to make it possible. In other words, we have become more adult as distillery, and then it is also time for the bottle to come along. Only exception is ours cask shares, As we so far continue to tap in 50 cl bottles, then one cask share fortsat udgør samme antal flasker.
Not bad with new and bigger bottle you might think, but what do you pour in it?
When we asked the taste panel what to do, the answers went in two directions. Many people demanded the one good bottle 'Thy', which can show the essence of the distillery, and which you can always find on the shelf - preferably at a slightly cheaper price to fit both the gift, the everyday budget and the special occasion. In the other direction, others demanded continued playfulness and the quest for the special and unique, just as in our bottlings so far.
We agree. Both must be part of the future Thy Whisky. So in the future we will tap our whiskeys in two tracks.
First Tracks will be known in the future as Limited Editions & Single Casks. It is our playground and experiment. Here you will find smaller bottlings, single -casks, vintage whiskeys or new concepts. The results of our experiments. Because there are a lot of them in the warehouse, and our goal is to keep exploring what Danish Terroir-based whisky can be. In the future, we will release several new bottles every summer and winter at a time. The focus will be on both single -casks at the draft strength and slightly larger bottling. So there will be plenty to explore when you visit us, meet us for festivals or look in at the local whiskey dealer. De første fire er allerede klar. De får premiere til Thy Whisky Festival, on June 22, where we will together celebrate the new beginning together with our best distillers from home and abroad and hopefully you.
Other Tracks are something that we have been really looking forward to being able to make. We call it Core Expressions. Our 'house whiskeys', which in the future will draw our distillery and represent the cornerstones of our approach to making whisky, Where the grain and malt are in the front. Uncompromising Thy Whisky In some of our favorite constellations, which (as far as possible) must always be found on the shelves of the best whiskey shops. As a starting point, we will tap them once a year. They must carry the message of our organic single estate whisky out in the big world.
From May 1, there will be three different to choose from. We are ready to show you them on Tuesday.
So if you want to follow along, the plan looks like this for the next few days:
- Tonight and on Tuesday we present the whiskeys in the two new tracks to you Limited Edition & Single Casks and Core Expressions.
- May will be Core Expressions frigivet i Danmark, Tyskland og Holland i samarbejde med vores nye importører. England og Sverige følger kort tid efter.
- Den 31. maj skal vi smage på de nye whiskyer sammen. We hold one Online Release tasting med alle de nye whiskyer, og frigiver den første nye Limited Edition på dagen. Taste sets can be purchased from Thursday, April 25 at www.thy-whisky.DK, and at whiskeybase.com in the Netherlands and whiskeyfass.de in Germany.
- On June 22, we will be celebrating all the new when we hold Thy Whisky Festival For the first time - here we release a whole series of new Limited Editons & Single Casks.
Thank you for your great support and support.
Vi håber I vil tage godt imod denne nye retning. We look forward to meeting you and talking to all of you at the distillery, online or to Thy Whisky Festival for summer.
The best regards from all team Thy Whisky
Marie & Jakob, Ellen & Andreas
