Page 44 - TMI Special 10-11 2020 FlipBookv2

INSIDER
INSIDER

Penderyn: from Wales to the world

Penderyn Whisky is not just another “The Faraday still gives us a very Taking Welsh Whisky around the world
scotch, Penderyn Distillery CEO Stephen unusual point of difference with flavor. We Penderyn is sold in 40 markets
Davies tells TMI. The whisky from Wales get a much lighter distillation, less oily. globally, and even with the current
has a unique story to tell and a one of a When you are tasting Penderyn for the first COVID-19 pandemic curbing its growth,
kind still which together help fuel the time and you are used to drinking scotch the company has plans to expand its
company’s ambitions to grow the brand whisky you will notice it is markedly international business.
around the world. lighter.” In June Penderyn hired Simon
“We are certainly not another whisky The still, designed for Penderyn by Roffe as its new Director of Business
from Scotland and not another whisky from Dr. David Faraday, is a single copper-pot, Development to help reach its growth
the UK. When people taste Penderyn they which Davies says gives Penderyn its goals. Roffe joined Penderyn after 35
recognize instantly that it is not scotch. “lightness of spirit.” years in the drinks industry with stints with
It’s got a different style. It’s lighter, fruity, “The still is a bit different than the pot Diageo and Remy Cointreau and most
with a creamy toffee fudge style. It’s very still distillations in the traditional stills that recently with Halewood Wine & Spirits.
accessible and very easy to approach and you would see in Scotland or Ireland or “We are excited to work with
drink,” says Davies. Kentucky. One of the reasons for that is we someone as experienced as Simon,” Davies
“Penderyn is very much a Welsh bring the spirit off the still at 92% alcohol said at the time of the hire. “We are all
Whisky. And being from Wales is very by volume,” says Davies. naturally looking forward to seeing where
special because we represent the country. “Our still was part of the European we can take Penderyn with his drive and
We are the undiscovered Celtic country. It project to make a still that would be more experience in the months and years to
is an opportunity to tell a story.” energy efficient. It was designed to be come.”
The brand’s geography is announced a very versatile still. So in theory you “Simon’s exceptional work in the
through its name. Penderyn Distillery could make vodka on a Monday, gin on a global travel retail market and developing
is also known as The Welsh Whisky Tuesday, and whisky on a Wednesday. But international markets, in particular, will
Company. we’ve never done that. We are dedicated support the plans we have in place for
“Penderyn became the first whisky to 100% to single malt. Penderyn over the next five years.”
be made in Wales in over 100 years when Davies tells TMI Roffe was hired to
we first started distilling 20 years ago in expand the company’s travel retail and
September 2000.” export business.
Davies says that the story of Penderyn “We’ve been doing a lot of business in
Whisky cannot be told without mentioning the UK travel retail channel with Dufry, but
its unusual Penderyn Faraday still. we didn’t do an awful lot outside the UK.

October/November 2020 44