“This is our first year in Cannes, yet we’ve filled the diary on every day” reports Penderyn Distillery’s Simon Roffe,…
“This is our first year in Cannes, yet we’ve filled the diary on every day” reports Penderyn Distillery’s Simon Roffe, Business Development Director, shown here presenting the travel retail exclusive Faraday single malt whisky which is produced in the foothills of the Brecon Beacons in South Wales.
Like all kinds of brands across the world, Roffe says Penderyn Distillery is using both the travel retail channel, and the TFWA World Exhibition & Conference, as a means to support the company’s entire growth strategy in all its markets. “Around 70% of our trade is currently in the UK and 30% exported – right now we’re keen to enter Germany, France and USA” says Roffe who reports good performance in a range of exotic markets for the brand including Delhi Airport (with ARI), Dubai Airport, and Hong Kong (with Lagardère). Of course, Penderyn Distillery is also present at Cardiff Airport serving the Welsh capital – apparently this presence is a condition of the airport landlord!
In order to meet demand Penderyn has a new distillery in Llandudno in North Wales and will open another in Swansea next May – all have visitor centres to support interest, master classes, and further involvement in the brand.
Red Village H6
