Our Story
Peninuki Distillery is based in Tartu – the cultural heart of Estonia. While our journey began in 2014 with three friends making craft cider, the real Peninuki was born in 2021, when we launched our first spirits under a bold new identity.
Between 2020 and 2025, Peninuki didn’t just grow — it transformed.
We left cider behind and fully committed to crafting distinctive, flavor-first spirits that reflect both where we come from and where we’re going. A new team, new ownership, and a redefined vision reshaped everything — from product development and design to how we communicate and connect with the world.
In 2025, we opened our new distillery — built not just for production, but for hospitality, experimentation, and storytelling. It’s a space where curious guests, industry professionals, and ambitious bartenders come to learn, taste, and become part of a growing movement.
Our name comes from Estonian folklore: Peninukis are mythical creatures with a wolf’s head and a man’s body, said to roam the earth on doomsday. Until that day comes, we’ll be here — crafting bold flavors, welcoming flavor driven spirit enthusiasts and helping write the next chapter of Estonian spirits culture.
Our vision is to become Estonia’s most valued and influential spirits brand – both at home and internationally – by putting Estonia on the global spirits map with its unique flavor, craftsmanship, and next-generation products.
At Peninuki Distillery, we craft bold and distinctive spirits, driven by Nordic character, deep respect for craft, and endless curiosity for the world of spirits.
Our mission is to shape a more conscious drinking culture that values quality over quantity – by putting taste, balance, and purity at the forefront of every product and educating both consumers and bartenders.
1. Flavor First
Our work begins and ends with flavor. Every product must meet our highest internal standards—not just in quality, but in character and balance. Product development is not a phase, but a continuous commitment where there’s no room for compromise.
2. Transparency and Trust
We believe in honesty in everything we do. From the origin of ingredients to the methods we use—our work is traceable, intentional, and open. We hide nothing, because trust is the foundation of our long-term success.
3. Local Identity
Our roots run deep in the North. We draw inspiration from Estonian nature, seasons, and culture. We don’t follow trends—we create them, guided by local flavors and a strong preference for regional ingredients.
4. Elevating Drinking Culture
We don’t just make spirits—we shape perception. Through training and workshops, we raise awareness and promote an appreciation for quality among both consumers and professionals.
5. Craftsmanship as a Lasting Value
Growth in volume should never mean a loss of identity. Our handcrafted approach is integral to who we are—you can taste and feel it in every sip, every detail, and every experience.
6. Long-Term Vision
We don’t build on short-term wins. Peninuki plays the long game—crafting a globally respected brand whose value grows over time and whose strength lies in consistency.
7. People and Culture
Our people are our foundation. At Peninuki, we build a work environment where talent can grow, ambition can thrive, and dedication is recognized. A team proud of their work creates products others are proud to share.
