Simon Roffe, Penderyn Distillery

By Faye Bartle |

Simon Roffe, Director, Business Development, Penderyn Distillery brings us up to speed with Penderyn’s growing global network in travel retail.

The Welsh whisky company has been active in the channel for approximately 10 years and the expansion into a more global footprint started during the pandemic.

In the future, Roffe is hoping that travel retail will provide a ‘double digit’ contribution to the company’s global turnover, with a strategy to transform Penderyn into an “international business”.

In his piece to camera, filmed during the TFWA World Exhibition in Cannes in October 2022, Roffe offers an insight into the range, including the latest launches and special edition super premium whiskies.

Roffe highlights ‘agility’ and ‘flexibility’ as major advantages of the business – and with good reason.

“We can produce a limited edition for customers from as limited as 60 bottles,” he said.

Add to this the opportunity to take its own casks onboard cruise ships (and potentially other locations) and replicate the experience offered in the distillery, where visitors can bottle their own Penderyn and label it as an exclusive gift.

Using the ‘world whisky’ sub-category as a platform, Penderyn is forging ahead with plans to make its mark in the channel. 

Click the link to read our full interview with Roffe at the TFWA World Exhibition in Cannes.

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