Leading Welsh whisky brand Penderyn will reveal a new-look for its travel retail-exclusive Penderyn Faraday at next week’s IAADFS Summit of the Americas (Foyer 6).
Penderyn Legend, one of three expressions in the Dragon range, will also be highlighted as producer The Welsh Whisky Company ups its focus on sustainability.
As reported, Penderyn revealed its first exclusive single malt Faraday last year. Introduced in a 70cl format, Faraday has undergone a transformation both in size and appearance and is now available in a 1-litre bottle in an eye-catching carton.
According to Penderyn Director of Business Development Simon Roffe, the refreshed Faraday is a “pivotal addition” to the brand’s offering in travel retail.
“We launched his release at last year’s TFWA World Exhibition and it is already rolling out to duty free and travel retail operators around the world. The Penderyn team is genuinely excited about this enhancement to our range, which will further propel our rapidly expanding duty free and travel retail business,” he said.
Penderyn Faraday (46% ABV, RRP £54.99/US$74.99) pays homage to Michael Faraday, the eminent Victorian physicist and chemist. His descendant, Dr David Faraday, designed the Penderyn Faraday copper pot whisky stills which are known to produce a flavourful spirit of strength and purity.
Penderyn Faraday offers notes of ruby port, followed by fruits, raisins, and vanilla. On the palate it is creamy, with dried fruits, floral honey and wood spices followed by a gentle finish, accompanied by a nutty dryness.
A new travel retail-exclusive Penderyn Legend, also in a 1-litre format, will be featured at The Summit of the Americas. Alongside Penderyn Faraday, Penderyn Legend made its debut into the channel with Avolta last month through activations across World Duty Free stores at London Gatwick and London Heathrow airports. The promotions continue throughout April.
Penderyn has rebranded its Dragon single malt range, which includes Legend, Myth and Celt, through the use of low-glass bottles. A 1-litre Celt expression is in the pipeline to target new listings in the cruise and ferry channels.
The Welsh Whisky Company CEO Stephen Davies said: “We’re as conscious as anyone when it comes to cutting back on material use. To start, that means reducing the amount of glass we use in every bottle produced.”
“The new range will be a complete overhaul of some of our best-loved single malts and bottlings,” Davies added. “That means each of our low-glass whiskies still provides the same texture and taste our customers love – but they can feel less guilty about waste and emissions.
“Our design experts have taken serious time and effort to completely overhaul the packaging and labels; it’s not just the bottles that are getting facelifts. We’re working towards more sustainable bottlings that reduce material, but still look sharp and stylish. The new Dragon bottling is one of the best-looking products we’ve ever created.”
Penderyn’s commitment to the planet does not stop at reducing materials. The brand is working to crack down on its overall carbon footprint, with an estimated reduction in CO2 of approximately 50 tons per year.
“We’re reducing carbon and glass as much as possible,” Davies added. “Both make up the majority of our emissions, and with more and more of our customers thinking carefully about reducing their own waste, we really wanted to take some initiative of our own.”
Click here to access a recent interview with Simon Roffe detailing Penderyn’s portfolio, challenges, strategy and ambition in travel retail. ✈
