A picture of Hafod-Morfa Copperworks in the 1960s; the site of Penderyn’s new distillery in Swansea, Wales, had been lying dormant since copper smelting ceased in 1980
This week, Penderyn Distillery – also known as The Welsh Whisky Company – will open the doors to its new distillery in Swansea, Wales. Located at the site of the former Hafod-Morfa Copperworks close to the Swansea FC soccer stadium, it is a welcome addition to Penderyn’s portfolio that includes its flagship distillery in Brecon Beacons and its Llandudno Lloyd Street location, which opened in mid-2021.
According to the company, the Hafod-Morfa Copperworks site has been under redevelopment for the last three years and is a main element of the regeneration program of the coastal city’s “historic industrial heartland.” Simon Roffe, Business Development Director, Penderyn Distillery, says having the opportunity to expand business into Swansea has always been a long-term goal and the nature of the site within the community program is representative of the values of the company. The project highlights a collaboration among local business, Swansea City Council, Swansea University and the Welsh government.
Housed in a Grade II listed building, in addition to a cask maturation warehouse, the complex includes a visitor center, shop, tasting bar, exhibition space, offices and VIP area. It is expected to attract over 80,000 visitors annually and set to produce around one million bottles of Welsh single malt whisky each year, doubling its total output.
The Swansea distillery is set to produce around one million bottles of Welsh single malt whisky each year, doubling Penderyn’s total output
In terms of bringing those experiences to the travel retail community, Roffe says, “As a small brand we invest where and when we can to build awareness. It’s a function of available and affordable opportunities; we’ve learned from our tasting masterclasses, visitor centers [and other brand experiences] that when consumers taste our whiskies first-hand, they truly understand the unique flavors of our spirits. This is no less the case in the travel retail space. We’ve implemented several extremely successful tastings with Dufry UK to promote Penderyn and we will be looking to expand this program with our growing number of travel retail partners.”
In addition to a cask maturation warehouse, the distillery includes a vistor center, shop, tasting bar, exhibition space, offices and VIP area
Trends and developments
When asked what category plans and business strategies have contributed to Penderyn’s 2023 duty free sales already exceeding those of 2022, Roffe shares from a company perspective it’s clear that business is benefitting from wider distribution and greater brand visibility. He adds from a consumer perspective, it’s apparent that trends centered on shoppers seeking new products, premium and innovative brands and unique brand stories remain strong. The increased spend per head and transaction values reported by retailers reflect this.
“The company is growing quickly with high-profile new businesses in duty free markets around the world such as China, India and North America, as well as driving a stronger platform within its UK travel retail business with World Duty Free. This includes a tasting promotion at London Heathrow Airport, Terminal 3. At TFWA Asia Pacific, Penderyn unveiled product development plans, which will officially launch at TFWA World Exhibition and Conference in October,” says Roffe.
The brand’s GTR exclusive, Penderyn Faraday, will be launched in Cannes in a new 100-cl format.
Also on the calendar, Penderyn Distillery relaunched its Dragon range 70-cl in June, featuring an updated premium bottle and carton, an enhanced logo and eco-friendly packaging.
Penderyn is the eighth largest single malt whisky brand in the UK and available in more than 50 countries worldwide
World whisky category
Considered a pioneer in the fast-growing “world whisky” category, Penderyn has extended distribution to key airport retail locations and developed business in non-aiport channels. The company is currently focused on supporting brand development in core markets and rebuilding the aiport opportunity.
“As ‘Pioneers in World Whisky’ for the last twenty years or so, Penderyn has invested in the category that encompasses exciting whiskies from around the world, while using the airport channel to build awareness of its international market expansion.
“My challenge to the [travel retail] industry is that the ‘world whisky’ opportunity has been small to date, but it’s among the fastest-growing components of the overall whisky category. Other than Japanese whiskies, the travel retail business has yet to fully recognize ‘Les Whiskies du Mondes,’ in terms of merchandising, category focus etc. We and our partner brands in the category are more than happy to support category initiatives,” he comments.
Penderyn is the eighth largest single malt whisky brand in the UK and available in more than 50 countries worldwide. Its established presence in Swansea will be vital in supporting the brand’s future expansion.
