UK: Penderyn secures distribution deal
The Welsh Whisky Company has brokered an off-trade distribution deal throughout the UK for its flagship Penderyn brand.
Supermarket retailer Tesco and off-licence chain The Thresher Group have agreed to roll out the single malt to consumers nationwide, retailing at GBP29.99 (US$56.24).
Penderyn has this year been launched into the US market, and is also exported to the Benelux, France and Germany.
The company, which produces two barrels of the single malt whisky per day, has more than tripled its marketing budget this year.
Managing director Stephen Davies said: "This is the culmination of many months' work and we are extremely proud of the achievement as we are an independent company, which is something of a rarity in the drinks industry.
"Penderyn's smooth, sophisticated taste appeals to a wide variety of people many of whom are not traditional whisky drinkers."
The Welsh Whisky Company also sells Brecon Special Reserve Gin, Brecon Five Vodka, and Merlyn Welsh Cream Liqueur.
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