Whether it’s delicious food and drink, advanced manufacturing or digital innovation, Welsh businesses are proving that products born in Wales can thrive globally.
As the Welsh Government continues to strengthen international trade, the question isn’t whether Wales can succeed abroad, it’s how more Welsh businesses can seize the same opportunities.
And in this blog, we’re here to tell you that one of the key aspects to export success is establishing a solid language strategy.
Exploring the export landscape
Exporting opens the door to new customers and greater sales, helping businesses unlock the full potential of their products and services. Also, by operating in multiple markets, companies can reduce their reliance on the UK alone, making them more resilient if the domestic economy slows.
Wales’ export success isn’t limited to one industry, and Welsh businesses have the ability to appeal to multiple markets. Wales is home to a range of globally competitive sectors, including:
- Food and drink: So, it’s pretty clear that several categories tend to consistently perform strongly. In 2023, meat products led the way at £280 million, followed by cereals and cereal preparations at £175 million, with dairy products and birds’ eggs contributing around £131 million in export value. And of course, we can’t forget Welsh whisky, as it remains one of the most popular beverages! Distilleries like Penderyn, now exporting to more than 50 countries, have helped establish Wales as a recognised producer of premium, world-class spirits.
- Life sciences and MedTech: 75% of the life sciences market is export focussed. Welsh companies are supplying their products and services to markets all around the world in places like Spain and Ireland, to Canada, Brazil, Qatar and Singapore. This sector is driven by over 280 companies employing over 13,000 specialists, supported by world-class universities, the Life Sciences Hub Wales and strong partnerships with the NHS.
- Renewable energy: When it comes to the renewable energy sector, Wales is certainly one to watch. In 2023/24, the marine renewable energy industry alone contributed £29.9 million to the Welsh economy, revealing strong export potential. Alongside this, over 15 GW of offshore wind projects are in development, expected to unlock up to £4.8 billion in economic value for Welsh businesses and create more than 3,000 skilled jobs.
- High-value manufacturing and engineering: Wales is home to internationally recognised manufacturers such as Airbus UK, which exports aircraft wings and major aerospace components. Companies like IrvinGQ supply parachute systems and airborne safety equipment worldwide, while CAF Newport produces railway carriages and rolling stock for export across Europe and Latin America. Wales also excels in precision and advanced engineering, with Tomoe Valve exporting high-performance industrial valves. Meanwhile, semiconductor leader IQE manufactures compound semiconductor wafers used globally in smartphones, electric vehicles, communications networks and defence technologies.
In 2024, Welsh goods exports were valued at £16.5 billion, down £2.9 billion (15.1%) from the previous year.
Much of this decrease was due to a £2.0 billion reduction in oil exports. However, even with some declines, one bright spot is machinery and transport equipment, which accounted for £8.4 billion of exports in September 2024 (a 2.3% rise year-on-year).
Lightening in a (whiskey) bottle: Welsh breweries
We simply would not be able to discuss the Welsh export market without diving into the beverage industry and Welsh breweries.
Beyond food, Wales is building a strong global reputation for its alcohol and brewery exports, led by award-winning spirits, thriving craft beer brands and respected cider makers.
You might have heard of names like AU Vodka, Penderyn, Tiny Rebel or Hensol Castle Distillery — these companies have proven that Welsh spirits and craft beverages are certainly on the rise, and in high demand globally.
With global consumers placing growing importance on traceability, sustainability and authentic origin, Welsh brewers and distillers are well positioned to stand out. But success in international markets requires more than a great product, it relies on being able to communicate that quality clearly and confidently in the language your customers use.
Now when businesses invest in translation and localisation, they make their story easier to understand, their brand more trustworthy and their products more accessible.
How is the food and drink market growing?
Statistically speaking, the Welsh food and drink export market alone is now worth around £850 million a year, growing by more than 40% since 2019 (Business News Wales).
Despite challenges including Brexit-related global uncertainty, demand for Welsh produce is rising especially in Europe, but also in expanding markets across the Middle East, North America and Asia.
As Rhys Llywelyn, Welsh Government Food & Drink Export Cluster Manager, explains:
“Success comes down to preparation, strategy and persistence... choose your markets, know your customers, understand the rules and be ready to commit the necessary time and resources."
And that’s exactly the point.
Knowing your customers means understanding how they think, what they value and, crucially, how they communicate.
Reaching them in their own language is the first step in building the trust and clarity needed to succeed in any international market. So, for Welsh producers looking to expand abroad, strong language support can be the key that turns interest into long-term global trade.
Advanced Manufacturing
Wales has earnt a reputation as one of the UK’s most dynamic hubs for advanced manufacturing, an industry driven by innovation. Today, more than 5,000 manufacturing firms operate across the nation, supporting around 150,000 jobs in aerospace, automotive, power systems and low-carbon technologies.
The sector is of course evolving rapidly too, with artificial intelligence, compound semiconductors, automation, cyber security and data-driven processes, all creating a highly efficient and sustainable manufacturing ecosystem that strengthens Wales’ position.
The aerospace sector alone is a standout example of Welsh expertise. North Wales is home to one of the most advanced aerospace manufacturing sites in Europe, supplying essential components to major aircraft programmes worldwide.
Case Study: Airbus, Broughton
The Airbus’ Broughton site in North Wales is one of Wales’ most prominent manufacturing success stories (and with good reason).
The facility produces more than a thousand aircraft wings each year and employs over 6,000 people, supported by a strong local supply chain of around 2,000 additional jobs. With over £2 billion invested in the site across the past 15 years, Broughton has become a world-leading centre for aerospace engineering and production.
Language is a driver of export success
Exporting is a relationship building process, and what are relationships built on?
Trust and clarity.
Already 2 reasons right there why language matters…
You might need a food label translation in French, a product website in Japanese, or packaging that needs to meet Saudi Arabian compliance rules. Whatever it is, language comes into all of it.
Businesses that invest in professional translation and localisation benefit from:
- Better market access and compliance
- Stronger brand credibility abroad
- More engaged distributors and partners
- Increased customer trust and sales
- Reduced risk of costly misunderstandings
As one of the UK’s leading language service providers, proudly headquartered in Wales, Wolfestone UK has worked with many Welsh companies to help them expand internationally.
Contact us for a free quote, consultation or test piece today.
