Penderyn Distillery has appointed highly-respected and experienced travel retail executive Simon Roffe as Director of Business Development.
As reported, Roffe left his position as Managing Director of Global Travel Retail for Halewood Wines & Spirits in April. In his new role he will drive the expansion of Penderyn Distillery – also known as The Welsh Whisky Company – into new markets.
Penderyn Distillery Chief Executive Stephen Davies said: “We are excited to work with someone as experienced and as specialised as Simon. We are all looking forward to seeing where we can take Penderyn in the months and years to come.
“Simon’s exceptional work in the global travel retail market and developing international markets, in particular, will support the plans we have in place for Penderyn over the next five years.”
Roffe, who has also worked for Diageo and Rémy Cointreau, added: “I’m thrilled to be joining the Penderyn Distillery brand. Penderyn is already making huge leaps and bounds in the global spirits markets; it is a brand driven by enormous ambition. It’s exciting to be working with such an innovative team delivering success after success.”
Penderyn whisky has grown substantially ahead of the brand’s 20th anniversary this year.
“It has been a whirlwind year for our distillery, and with whisky fans far and wide sampling our latest tastes and bottles, there really is no limit to our global progression,” Davies commented.
“Simon has the insight and the passion to really push Penderyn to the next stage of our export plan. Therefore, we look forward to working with him to develop an export initiative which helps us reach further corners of the global market.”
Penderyn recently added Siddiqui Rum to its range and that brand’s CEO Nigel Brown said: “With Simon now working to help develop our export strategies, we can’t wait to see what the next few quarters – and years – bring.”
