It began, as many great Finnish ideas do, in a sauna. One evening, five friends sat in the quiet heat, passing around whiskies from around the world; peaty, bold, complex. Among them was a bottle of rye whisky that sparked a simple, disarming question: why wasn’t anyone in Finland, a country rich in rye and even richer in tradition, making whisky from its most iconic grain?
“That night was one of those rare moments where an idea feels both ridiculous and inevitable,” recalls Jouni Ritola, CEO of Kyrö Distillery. “Sitting in the sauna with friends, we were sharing a bottle of rye whisky, alongside other great whiskies from around the world, and wondering why nobody in Finland, a country that grows incredible rye and has it woven into our DNA, was making rye whisky.”
By the next morning, the idea had stuck. What started as a playful, slightly tipsy conversation turned into a shared mission: to create something honest, exceptional, and unapologetically Finnish.
Making Something Out of Optimism
The early days of Kyrö were driven not by deep pockets or decades of distilling experience, but by what Ritola describes as “stubborn optimism.” The team scouted abandoned buildings for a future distillery site, pitched their dream before it had any legs, and poured their first drinks from inside the local tourism office in Isokyrö.
“We learned to improvise, to convince people to believe in us before we had much to show, and to keep pushing forward even when the odds weren’t in our favor. That’s exactly what we have been doing ever since.”
Their unconventional beginnings became part of the brand’s DNA — scrappy, smart, and soaked in sincerity. From grain to glass, Kyrö’s products reflect that ethos: bold rye-based spirits made with care, humor, and more than a little heat.
Where Everyone Is Equal
Nowhere is Kyrö’s spirit more alive than in its sauna bars, immersive and sensory spaces that bring together steam, community, and cocktails.
For us, the sauna is more than a Finnish tradition, it’s a state of mind.
Jouni Ritola, Chief Executive Officer of Kyrö Distillery
“For us, the sauna is more than a Finnish tradition, it’s a state of mind,” Ritola shares. “Our sauna bars bring together that sense of community, warmth, and authenticity with our spirits. They’re about slowing down, connecting, and sharing moments with people from all kinds of backgrounds, often in the most unexpected ways.”
There are no VIP rooms in the sauna. No titles. No performance. “In the sauna, everyone is equal. No title or egos, and pretenses are left at the door along with your clothes. That’s the spirit we aim to capture with Kyrö.”
That same mindset led to the creation of one of the brand’s most innovative expressions: Kyrö Sauna Stories, the world’s first sauna-finished whisky. The barrels are matured inside a functioning sauna, exposed to fluctuating heat and humidity, creating a whisky that’s both smooth and deeply rooted in place.
“The result is a relaxed, smooth rye whisky unlike anything else in the world.” The next release, Kyrö Sauna Stories No. 2, will be available in Japan between September and October.
“We see this concept evolving into a way for people anywhere in the world to experience a piece of Finnish culture alongside a great drink. And perhaps one day, a Kyrö Sauna Bar in Japan. Who knows?”
Craftsmanship with a Kindred Spirit
Kyrö’s philosophy, rooted in care, storytelling, and cultural pride, has found a natural resonance in Japan, where reverence for precision and heritage runs deep.
“Japan’s appreciation for craftsmanship, purity, and storytelling aligns deeply with how we approach our work. At Kyrö, we highly appreciate the Japanese whisky-making tradition.”
“I am sure Japanese consumers will connect with our rye-based whisky and spirits not just for their taste, but for the care, culture and history behind them. Japan is a place where we see strong potential for building lasting relationships with both our customers and the whole craft community.”
A Different Kind of Distillery
Kyrö’s story may have started in a sauna, but it has since traveled far beyond that quiet room. What endures is a commitment to doing things differently and doing them well. The mission remains the same: to make something meaningful out of what’s always been there, from Finnish rye and deep friendship to the quiet clarity of a shared idea in a warm room.
