Whisky brand Penderyn to open two new sites in Wales
The chief executive of Welsh whisky distillery Penderyn, based near Aberdare, has announced plans to stay true to the brand’s Welsh roots and open new sites in Llandudno and Swansea.
Penderyn, which also produces Brecon gin and Five vodka, announced the decision at a 20Twenty Business Growth conference in Wrexham.
Boss Stephen Davies said that a retail outlet, visitor centre and training hub would be constructed in Llandudno, while the whisky producer has submitted plans for a distillery, offices, barrel store, visitor centre, shop and tasting bar in Swansea.
Davies continued: “We have grown to the point where turnover is around £11 million and we employ 50 workers, so we are looking further afield.
“Our customer base has also grown – Harrods, Asda, Tesco, Waitrose and other supermarket giants all stock our premium products – and venues including the Ritz and Savoy hotels in London.
“But our Welsh roots are so important to us; we started with no money for marketing but realised that if you don’t invest you have no future.
“We believe in the product and have a passionate team with a fabulous brand which tells a story that resonates with people, especially here in Wales.”
Davies admitted, however, that when the brand first started out, it was a hard sell.
“When we told people we were going to produce a premium whisky in Wales they thought it was laughable,” he said.
“There have been many over the years producing fake versions, but we are authentic and top quality, which won over any critics we did have initially.
“It was a brave and ambitious move and there was a lot of risk, but we have positioned ourselves well and appeal to a wide audience with our range.
“We are even the Prime Minister’s favourite tipple, so it shows we can appeal to all! We are not a novelty, we have a lot of credibility, and as we grow that grows as well”.