Denmark, often overlooked in the global whisky narrative, is making a noteworthy mark in the spirits world, thanks to Stauning Whisky. This ambitious distillery is redefining the perception of Danish whisky with a commitment to traditional craftsmanship and innovation. With a rich history that combines curiosity, passion, and a bit of rebellious spirit against conventional whisky norms, Stauning is carving out a unique identity in the industry.
Founded in 2005 by a group of nine friends near Denmark’s scenic agricultural landscapes, Stauning Whisky began as a small hobby rooted in curiosity. Lasse Vesterby, the co-founder and CEO, recalls how their venture was sparked by a simple question: “Why was no one in Denmark producing whisky?” Taking a cue from that inquiry, the group decided to take matters into their own hands, distilling locally-sourced grains primarily in a repurposed butchery that once belonged to Vesterby’s father.
This transition from a playful hobby to a dedicated whisky enterprise did not happen overnight. Vesterby’s determination to adopt traditional methods—emulating the techniques that have long been the hallmark of Scotch whisky—redefined their approach. Emphasizing rye over barley not only aligned with local agricultural practices but also promised a distinctive flavor profile. By advocating for floor malting, using copper pot stills, and meticulously controlling maturation conditions, Stauning set out to create a refined product that could stand toe-to-toe with renowned single malts from around the world.
Creating an entirely new category—Danish Rye—meant overcoming significant challenges, including the necessity to develop a reputation and refine their product before entering the competitive global market. By 2015, the fruits of their labor began to attract attention, notably from Diageo’s Distill Ventures, which made a strategic investment in the company to further their growth. This vital partnership provided Stauning with resources to expand their operations, culminating in the opening of a state-of-the-art distillery capable of producing 900,000 liters of whisky annually.
The new facility has not only become a hub of production but has also drawn whisky enthusiasts from far and wide, establishing itself as a tourist destination. Vesterby proudly notes that the distillery hosts approximately 17,000 visitors each year, eager to learn about the whisky-making process from grain to glass. This dedication to transparency and education highlights Stauning’s commitment to crafting a quality product while fostering an appreciation for whisky among consumers.
In 2023, Stauning Whisky took a significant step forward by introducing its first dedicated American offering—a non-age-statement Danish Rye priced competitively at $60 per bottle. This bold move signals their ambition to tap into the American whisky market, which is known for its discerning consumers and appreciation of unique flavors. Building on this foundation, Stauning is poised to launch its Sherry Cask Finish Rye, a product that reflects both Danish culture and the influences of Spanish sherry cask maturation.
The new release is a testament to Stauning’s commitment to innovation, combining rich notes of toffee, dill, and a delightful mixture of spices to create a full-bodied experience. The essence of secondary maturation reveals itself near the finish, where one can savor the lingering notes of prunes and tobacco leaf—an invitation to explore deeper layers of flavor that are often absent in whisky from more established regions.
Vesterby envisions that Stauning’s expansion into the U.S. market is just the beginning. There are plans for ongoing partnerships with renowned chefs and restaurants to bridge the culinary traditions of Denmark with American palates. A notable collaboration is in the works with a prominent bakery in Chicago, bringing a limited-edition Danish pastry, further enriching the narrative of Danish flavors in the U.S.
Moreover, Vesterby acknowledges the importance of bartender support in establishing Danish rye in classic cocktail culture. He emphasizes that educating bartenders to appreciate and promote their whisky is vital for gaining a foothold in the competitive American spirits landscape.
As the culinary world has witnessed a Danish renaissance in recent years, buoyed by the likes of Noma and other culinary pioneers, Stauning Whisky is embarking on its journey to elevate Danish rye to similar heights. By embracing traditional methods while infusing innovation and local culture, Stauning is not just producing whisky; it is crafting an identity that resonates with both the past and the modern age. If they maintain this trajectory, Danish rye could soon become a celebrated category, earning a place of respect alongside the spirits of Scotland and beyond.