Page 45 - TMI Special 10-11 2020 FlipBookv2

INSIDER

Penderyn has won acclaim and awards fior
its whiskies around the world including 18
Liquid Gold awards in the Jim Murray Whisky
Bible 2021, and five Gold awards at the Spirits
Business World Whisky Masters 2020.

We see travel retail as a priority channel. I to grow and are investing in our distilling is the UK, with France and Germany its
always saw it as a long term game. We are capacity. The growing interest in new largest export markets in Europe.
a small brand in a world that is dominated ‘World Whisky’ gives Penderyn a perfect “In the UK we have great distribution.
by large companies and larger brands. opportunity to make the most of that extra In Wales we have eight regular expressions
My guess is that it has become an even capacity,” Roffe tells TMI. of the whisky, which are also very well
longer term project for us. We see it as an Penderyn now has enough aged stock distributed in Wales. In the UK we are
important component of being a rounded to match its ambitions. with all of the big supermarket chains. For
malt whisky brand. Travel retail is still very “When you are a new distillery having example we are in 600 Tesco stores around
much on the agenda,” says Davies. a continuity of stock, having availability the UK. That is a big part of our business.
“We are in 40 different countries, but of good whisky is a challenge. Twenty “In Wales you would be hard-pressed
for some of them we can do more brand years in we are in a much more luxurious to find a pub, bar, or store that does not
building work. I suspect that in some of position of having more aged whisky. It have a version of Penderyn,” says Davies.
them we need new or bigger partners, will allow us to push on our export plans. “The U.S. is very much a growth
and there are plenty of other places that So it is a very exciting time for us to have market. Asia Pacific is very important for
we need to be. We have a very ambitious Simon coming on board,” says Davies. us as well. We are targeting six or seven
program of growth.” “We are a small team, but we have countries there. We have a very specific
Roffe says Penderyn has ambitious some very specific targets. If we are plan for growth over the next few years.”
goals in both the short and long term. not doing the preparations, laying the
“‘Doing more and doing better in core foundations now, when things do get a little One, two, three distilleries
markets’ pretty much sums up the direction easier we will get left behind.” Penderyn is planning to triple its
the business wants to go. We are ambitious Penderyn’s most important market number of distilleries in the next few years.
In May the Conwy Council voted
to approve the second distillery, which
is expected to open in Spring 2021 in
Llandudno, Wales.
Davies tells TMI a third distillery is
also planned for 2022.
“The rational is to bring more visitors
in. In Penderyn we get about 40,000
visitors a year. We expect to get about
80,000 visitors a year at the new distillery.
In 2022 we have plans for a third distillery
in Swansea with the same configuration.
And that will be another 80,000 visitors.
The exciting things for the future are the
growth plans for the distilleries. We are
currently making 400,000 liters of pure
alcohol. The new distilleries will give us
100,000 liters each,” says Davies.
Penderyn has plans to triple its number of distilleries in Wales in the next few years.

45 October/November 2020