Welsh distiller Penderyn has signed an Asia travel retail distribution deal with CoLab.

Brand distribution firm CoLab has celebrated its first anniversary by securing Asia travel retail distribution agreements with Welsh whisky distillery Penderyn and VSPT Wine Group.

The Singapore-headquartered business was founded in 2022 by general manager Phil Sancto to support high-potential wine and spirits brands with their business development and route-to-market strategies. 

Sancto has over 15 years of experience in wine and spirits across Europe and Asia Pacific. He has held senior roles with Tesco and Viña Concha y Toro.

CoLab’s activities span Asia Pacific domestic on-trade and off-trade channels, as well as travel retail in the region. 

Over the last year the company has grown its team, brand portfolio and distribution network while building commercial relationships.

The latest brands to join CoLab’s portfolio include Welsh whisky brand Penderyn across Asia Pacific travel retail and the Singapore domestic market. 

It is also welcoming VSPT Wine Group, which it will work with across the strategic markets of Thailand, Vietnam and Singapore, as well as in Asia travel retail. 

CoLab’s existing brand partnerships include McConnell’s Irish Whisky, Takamaka Rum, Domaine Paul Mas and CVH Spirits with Deanston, Bunnahabhain, Tobermory and Scottish Leader.

The business currently supplies DFS, Heinemann, KrisShop, Largardere Travel Retail, Lotte Duty Free, Everrich and Tasa Meng.

CoLab, Penderyn and VSPT Wine Group: Growing brand equity

“Having sat on both sides of the table, as a retailer and brand-owner in Asia Pacific, I understand the pain points and road-blocks to growth in the region,” Sancto said.

“Conversely, I see the mutual opportunities. The CoLab model is simple yet effective. We exist to unleash high-potential brands by driving efficient and progressive routes-to-market. 

VSPT Wine Group has also joined the CoLab portfolio.

“Through our distribution centre in Singapore, we handle consolidated logistics and mixed pallet supply from over 9 countries of origin – and this is  expanding – to bring efficiencies to our partners in stockholding, planning and logistics sustainability.

“I’m delighted to be able to announce our latest partnerships with Penderyn and VSPT Wine Group, and look forward to working with them to grow presence, brand equity and sales in specific channels.” 

Last year, Penderyn said it was aiming to double its travel retail business by 2025, as it opened its new £15 million distillery and visitor centre in Swansea.