Haleybrooke International is to represent Welsh whisky distiller Penderyn in the Americas and other selected travel retail markets. The US firm struck the deal in collaboration with UK travel retail specialist Richard McGratty of McG Consultants.
Two single malt expressions will be highlighted through the new partnership: the 70cl Penderyn Madeira Finish 70cl, with a US$65 RRP in travel retail; and the travel retail-exclusive Penderyn Faraday, US$75 RRP.
Penderyn is an independent distillery located in the foothills of the Brecon Beacons National Park in Wales, UK. Each cask of its Penderyn single malt whisky is nosed and tasted by an all-female distilling team and the whisky is finished in ex-Madeira barrique barrels.
The distillery is known for combining a respect of whisky production heritage with an innovative approach to distilling, marketing and branding.
Haleybrooke International President Patrick Nilson said: “We believe there is a great opportunity for Penderyn whisky from Wales, especially for travel retailers that feature whiskies of the world. Early discussions with customers have been very positive.”
Penderyn whiskies claimed two gold medals in the 2019 International Wine and Spirits Competition and six gold medals in the World Whisky Masters. In 2018 a Penderyn special edition was named European Whisky of the Year in Jim Murray’s ‘Whisky Bible’.