A Welsh distillery plans to raise the profile of its native land as a premium drinks producer, by launching a range of spirits to tackle the off-trade market.
The Penderyn Distillery, previously known as The Welsh Whisky Company, has launched a collection comprising a gin, a vodka and a cream liqueur. The distillery already produces a single malt whisky called Penderyn. “When we set up the distillery to produce a world-class whisky from Wales, the industry was a bit cynical until they tasted it,” said MD Stephen Davies.
“Since then, we have won numerous accolades and awards and have proved that we can deliver a single malt whisky. I am sure these drinks will join Penderyn as world-class products and also become iconic Welsh brands.”
The new range includes Brecon Special Reserve Gin, which is a distilled gin using botanicals from all over the world, according to the producer. The spirit, priced at £9.75, is infused with ten botanicals, combined with Penderyn barley spirit and waters from the Brecon Beacons National Park in Wales.
The range also includes Brecon Five Vodka, which is distilled five times to give it a smoother taste. The vodka, also £9.75, is presented in a clear bottle, etched to look like a block of ice.
The third launch is Penderyn’s 17% abv cream liqueur, called Merlyn, after the famous Welsh wizard. The liqueur has an £8.75 price tag and is made from a blend of Welsh malted barley spirit and fresh cream. It is presented in a dark matt bottle covered in calligraphy. “We used the same designer to create a family look and feel, but each product has its own identity,” said Davies.
A year ago the producer brought out a half-bottle size of its Penderyn Vodka after sales of the brand exceeded expectations.
The launch will be supported by a £150,000 marketing campaign that will include advertising, sponsorship and tasting activity from this month.