Family-owned Penrhos Spirits has secured a new landmark listing with Waitrose, bringing its award-winning, farm-to-bottle gin to Waitrose stores across Wales, the Welsh Borders and beyond – including a flagship listing in Hereford, just a few miles from the family farm where every bottle begins life.
The Penrhos London Dry is now available on shelf initially in 8 Waitrose stores in Hereford, Monmouth, Menai Bridge, Pontprennau, Abergavenny, Cowbridge, Chester and Great Malvern. To celebrate the launch, Penrhos is taking its Herefordshire farm straight to Waitrose customers with a series of pop-up Penrhos farm experiences in the car parks of all eight stores. Shoppers will be able to meet the Penrhos family team, sample the full gin range and all Penrhos flavours, and get a genuine experience of life on the farm – from farmyard noises and haybail seating, to seeing the 100% recycled aluminium bottles that cuts the brand’s carbon footprint by an independently verified 91% compared to traditional glass. Full dates and locations will be announced on the Penrhos website in the next few weeks.
The listing marks a significant milestone for the Herefordshire distillery, which has built its reputation on transforming “imperfectly perfect” wonky fruit which is grown on the family farm but too irregular for mainstream supermarket shelves, into exceptional, award-winning spirits. Every bottle is distilled and bottled on the Penrhos farm, and housed in Penrhos’ signature 100% recycled aluminium packaging.
Sarah Holland, Drinks Buyer at Waitrose, said: “Penrhos is exactly the kind of brand our customers love – a genuine family farm story, outstanding liquid, and a commitment to sustainability that goes far beyond the label. Their recycled aluminium bottles and wonky fruit philosophy resonate deeply with our shoppers who care about where their food and drink comes from. We’re delighted to welcome Penrhos to Waitrose.”
Penrhos Spirits Co-Founder Harriet Evans, said: “Getting a Waitrose listing feels like a genuine homecoming. Herefordshire is our heartland – our orchards, our water, our botanicals – and to now be on the shelves of our local Waitrose, as well as stores across Wales and the Borders that share our love of great provenance and quality, is something we’re enormously proud of. And we are looking forward to bringing the farm experience directly to Waitrose car parks feels like the perfect way to introduce ourselves to Waitrose shoppers, with our full flavour range. We want customers to understand exactly where their gin comes from, from the soil up.”
Grown on the Penrhos farm itself, blueberries are at the heart of the distillery’s story, and they make the perfect companion to the London Dry. For the perfect serve, drop a handful of frozen blueberries into a coppa glass over ice, top with a quality tonic.
The Waitrose listing follows a string of recent milestones for the brand, including a national launch into over 400 Sainsbury’s stores, listings in UK duty free via Lagardère Travel Retail at Luton and London City Airports, and a sell-out limited-edition collaboration with food-rescue brand Oddbox.
Source: Penrhos Spirits
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