Page 21 - Chase Case Study

The distillery currently has 5,300 liters of whisky in barrel,

with the oldest batch two years old.

In addition to experimenting with the base ingredient, Alex
Davies, who was heading up the project,wais also playing

around with different types of wood, from French to

American oak.

“We’re talking to wine producers at the moment as we’re

interested in using old wine barrels that have housed
things like Sauternes,” Chase said.

“We’re putting down a barrel a week so something will

be ready by the end of the year. We want to call it a

Hereford whisky and create a new category,” he added.

Although the final style will remain constant, Chase aims to
produce limited edition runs of some of the styles that

showcase different base ingredients, like corn and rye.

As of 2016, the Chase Distillery formed part of the Williams

Chase brand.

Chase Returns to Snacks

Late 2016 also saw Chase return to the snack industry with

the launch of his own popcorn brand, Willy Chase’s Fit Corn,

when it was rolled out to independent retailers. His Fit Corn

range comprises six flavours that is being manufactured in a
facility on his farm in Herefordshire. Flavours include lightly

salted, cider vinegar and salted honey.

These air-popped products are targeted at consumers

seeking a healthier snack and priced from £0.99 ($1.41) for a
20 g bag.