Penderyn Distillery is celebrating a high-profile new shareholder joining the fold in Wales footballer Gareth Bale.

The celebrated winger, who was awarded an MBE earlier this year, has also become a global ambassador for Penderyn’s spirit brands.

The announcement is especially timely with Bale on his way to the 2022 FIFA World Cup Qatar, which kicks-off on 20 November, as a pivotal player in the Wales football team (Wales is playing the US on Monday 21 November).

“Everyone knows how proud I am to be Welsh and so it is a privilege to be able to invest in and become an ambassador for such an amazing Welsh brand,” said Bale.

“Penderyn single-handedly revived whisky production in Wales and have become an international success story because of their passion for the product and commitment to quality.

“It’s hugely satisfying to be able to play my part in their continued success.”

Bale, who plays for Los Angeles FC in the US, has won 108 caps for Wales, scoring 40 goals, and is Wales’ highest goal scorer.

He is originally from Cardiff and began his career with Southampton in 2006 – around the same time Penderyn was laying down its first single malts.

Bale went on to play for Tottenham Hotspur and Real Madrid, where he won five UEFA Champions Leagues Winners Medals and three La Liga titles.

“The nature of the involvement Gareth will have in the business is definitely a long-term commitment,” said Simon Roffe, Director, Business Development, Penderyn Distillery (The Welsh Whisky Company).

“We are looking forward to understanding exactly how we can utilise this across our developing business in the duty free and travel retail channel.”

Penderyn has recently released the 10th expression in its Icons of Wales special editions collection.

Titled YMA O HYD, it is named after the patriotic anthem penned by folk singer Dafydd Iwan in 1981 and adopted by ‘the red wall’ (Welsh football supporters).

It produced in partnership with the Football Association of Wales (which Penderyn has partnered with over many years), as it association’s official whisky for the Wales campaign at the World Cup.

A limited run of 13,500 bottles have been produced and it has received “strong support” in Wales and across Penderyn’s business globally, according to Roffe.

“We have worked with the Welsh government and indeed the Welsh FA to ensure the number one Welsh whisky is available to support events in Qatar and across the region where we know the supporters are travelling to,” said Roffe.

“In the UK travel retail channel, we have worked with Dufry UK at lightning speed to ensure that YMA O HYD is available to travellers exclusively from Cardiff and Bristol Airports – where Penderyn brands are a core element of their liquor sales, and we are supporting across the World Cup period with in-store tastings.”

Bale joins a growing list of high-profile people going into business with leading spirits brands.

“We have considered long and hard the potential for Penderyn with such a tie-up; there are a variety of brands that have engaged with celebrity,” commented Roffe.

“Gareth Bale certainly ticks all the boxes that can add value to our business moving forward.

“We are only at the start of this exciting collaboration but I’m sure it will bring a different dimension to our brand marketing.”

Penderyn Chief Executive Stephen Davies revealed that, in the future, Penderyn will be producing special celebratory ‘Gareth Bale’ whiskies.

“But for now,” he said. “We wish Gareth Bale, manager Robert Page and the Welsh team and staff the very best of luck in the World Cup.”