Welsh whisky company Penderyn Distillery has appointed Simon Roffe as new Director of Business Development.

Roffe, who recently took part in this publication’s Adapt & Survive Skype video series (See the below video),  left his position as Managing Director, Global Travel Retail at Halewood Wines and Spirits at the end of April.

His appointment follows several recent international spirit award wins and a 12 to 18-month period of growth, prior to the Covid-19 outbreak.

An experienced commercial leader, Roffe joins Penderyn with almost 35 years of commercial and general management experience across brands such as Diageo and Remy Cointreau.

Most recently, he played a key role in launching Halewood’s travel retail business and was instrumental in the rise of Whitley Neill Gin.

TWENTIETH ANNIVERSARY YEAR

Stephen Davies, Chief Executive, Penderyn Distillery, who describes the appointment as exciting news for the brand, which celebrates its 20^th anniversary this year said: “We are excited to work with someone as experienced as Simon and are all naturally looking forward to seeing where we can take Penderyn with his drive and experience in the months and years to come.

“Simon’s exceptional work in the global travel retail market and developing international markets, in particular, will support the plans we have in place for Penderyn over the next five years.”

Reflecting on a ‘whirlwind year’ for the distillery, with whisky fans worldwide sampling its latest tastes and bottles, there is no limit to the company’s global progression, emphasises Davies.

“Simon has the insight and the passion to really push Penderyn to the next stage of our export plan. Our recent awards successes show that people all over the world are still thirsty for authentic Welsh whisky. Therefore, we look forward to working with him to develop wider export initiatives which will help us reach further corners of the global market.”

Roffe said: “I’m thrilled to be joining the Penderyn Distillery brand. Penderyn is already making huge leaps and bounds on the global spirits markets. They are a brand-driven by enormous ambition. It’s exciting to be working with such an innovative team delivering success after success.”

Meanwhile, Penderyn Distillery has confirmed the addition of Siddiqui Rum to its portfolio.

Nigel Brown, Chief Executive Officer, Siddiqui Rum said: “With Simon now working to help develop our export strategies, we can’t wait to see what the next few quarters — and years —bring.”