Penderyn’s Path Forward: Simon Roffe, Business Development Director, The Welsh Whisky Company, Interviewed.
1 minute read
Introduction by: Peter Marshall
The third feature in our Spirits Series this week, my conversation with Simon is, once again, refreshingly open and direct. A much respected veteran of the industry, he shares some fairly strong views.
In spite of the headwinds facing the spirits business currently, Penderyn and The Welsh Whisky Company have managed to find new global locations to distribute their excellent portfolio of brands. Additionally, they have also introduced travel retail exclusives like Penderyn Faraday and location-inspired launches such as Serpent’s Tears, that have met with a very favourable response. I particularly like Bad Wolf, number 13 and the latest product in the Icons of Wales series.
Agility is the key and, according to Simon, will remain so for the next 12 to 18 months – at which point he sees a sustained recovery. I agree. Enjoy the video.
