Penderyn: Pushing Forward.
Simon Roffe Interviewed.

Introduction by: Peter Marshall

It’s always such a pleasure talking to Simon Roffe, He is so knowledgeable about the spirits business in general and travel retail in particular and is always straight-speaking about the issues the industry cares about most. We all know that the whisky business is having a tough time but, in spite of this, Penderyn is pushing forward, opening up new accounts in new markets with their unique brand. Continued investment is key, Simon says, staying agile as a business and having a story to tell.

He talks candidly about the consolidation and polarisation of Travel Retail. This is nothing new, but there are so many new brands coming to the market, a number of which could be seen at TFWA in Cannes, that have little real chance of making it onto the TR shelves. But consumers are still looking for new brands, notably new world whiskies, that are different from the legacy brands. A niche brand like Penderyn fits perfectly into this category.

And, of course, there were the new introductions showcased by Penderyn in Cannes, including the Penderyn Legend 1 litre Travel Retail exclusive, the 1 litre Penderyn single cask plus a brand new product from the Icons of Wales series – Penderyn Copperopolis – a tribute to the historic importance of Swansea, Wales, as an historic manufacturing city for copper.

All good stuff and wrapped up in an 8 minute video that is full of interest.