Family-owned Penrhos Spirits has secured a major new listing with Waitrose, bringing its award-winning farm-to-bottle gin to stores across Wales, the Welsh Borders and beyond. The launch includes a flagship listing in Hereford, just a few miles from the Herefordshire farm where every bottle begins life.
Waitrose is initially stocking Penrhos London Dry in eight stores: Hereford, Monmouth, Menai Bridge, Pontprennau, Abergavenny, Cowbridge, Chester and Great Malvern. To mark the launch, the brand will also take a slice of its farm life into the car parks of all eight locations with pop-up Penrhos farm experiences, where shoppers can meet the family team, sample the range and see the brand’s recycled aluminium packaging first-hand.
Sarah Holland, drinks buyer at Waitrose, said the brand fits well with the retailer’s customers. “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 the listing felt especially meaningful because of the brand’s local roots. “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.”
The distillery has built its reputation on turning “imperfectly perfect” wonky fruit grown on the family farm into spirits, with every bottle distilled and bottled on site in 100% recycled aluminium packaging. Penrhos says that format cuts its carbon footprint by an independently verified 91% compared with traditional glass.
The Waitrose launch follows a strong run for the brand, including a national rollout into more than 400 Sainsbury’s stores, UK duty free listings through Lagardère Travel Retail at Luton and London City airports, and a sell-out limited-edition collaboration with food-rescue brand Oddbox.
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For serving, Penrhos recommends dropping a handful of frozen blueberries into a coppa glass over ice and topping with a quality tonic.
For more information, visit: www.penrhosspirits.com.
