This week, in the Makuhari Messe, a large convention centre outside Tokyo, beautiful images of Tenby, its iconic harbour and lifeboat station, and of great Welsh produce, will be displayed in a ‘Food and Drink Expo’ - as part of a promotion by the Welsh Government in Japan.

Flying the flag for Pembrokeshire - Tenby Harbwr Brewery is no stranger to the Japanese market - having first exported its range of Welsh rugby themed ales to Tokyo in 2019 to coincide with the Rugby World Cup, and the connection to the brewery and the sport continues at the Expo this month with the involvement of Shane Williams who has championed the Tenby ales in the past, and now has a product of his own to celebrate, alongside former Welsh stars Mike Phillips, James Hook and Lee Byrne, who have created Fab Four Coffee - in recognition of coach Warren Gatland’s name for the quartet.

The craft brewery located at Tenby Harbour, also has family connections in Tokyo, who specialise in importing top-end food and drink products for the Japanese market.

Their company in Tokyo, Strap Inc worked quickly and tirelessly to get Harbwr ales and merchandise out to Tokyo, complete with Welsh flags and dragons, for the massive World Cup celebrations there.

“We were blown away by the Japanese welcome and support for the Rugby World Cup in general, and for their enthusiasm for our ales in particular, which were on proud display, for sale, at the cool LOFT department stores in various districts of Tokyo,” said Harbwr Brewery’s director and co-founder, Julie Jones.

The Fab Four Coffee brand Shane and his best mates have created is roasted in the Gower, and celebrates their love of great coffee and their bond as players and friends under the Welsh and British and Irish Lions rugby camps.

It’s fitting for Fab Four Coffee to be at the Expo in Tokyo, as Shane was previously one of Wales’ greatest exports to Japan, being a player/coach for the Japanese club Mitsubishi Sagamihara DynaBoars between 2012 and 2015.

Shane has strong links with Tenby and in recent years since retiring from rugby has taken on the Ironman Wales triathlon held in the resort.

He has also become a good friend of the Tenby Brewery, and even has a proposed Fab Four Coffee-infused ale collaboration in the pipeline!

“I loved my time living and playing rugby in Japan - the prospects of my coffee following in my footsteps and being exported to Tokyo is beyond exciting,” remarked Shane.

Other producers being promoted at the Welsh Government Expo this week include - Barti Rum, Penderyn, Calon Wen, Welsh Lady, Halen Mon, Tiny Rebel, Wrexham Lager and Ty Nant.