Family-run Penrhos Spirits has successfully secured a new regional partnership with Waitrose, broadening the availability of its farm-to-bottle London Dry Gin throughout Wales, the Welsh Borders, and Herefordshire. This move comes as the artisanal spirits producer continues to enhance its retail presence.
The Penrhos London Dry Gin is now offered in eight Waitrose locations, including Hereford, Monmouth, Menai Bridge, Pontprennau, Abergavenny, Cowbridge, Chester, and Great Malvern. This latest listing builds on the brand’s recent expansion into more than 400 Sainsbury’s locations, various UK duty-free shops via Lagardère Travel Retail, and a special edition project with the food-rescue organization Oddbox.
For manufacturers and brand owners engaged in the food and beverage sector, this development highlights a persistent interest among retailers for offerings that emphasize strong provenance, sustainability, and a compelling brand narrative.
In conjunction with the launch, Penrhos will host a series of pop-up farm experiences in the parking lots of each Waitrose store. Customers will have the chance to meet the founders, sample a selection of flavored gins, and gain insights into the production process. These events will bring elements of their Herefordshire farm to life, featuring hay bale seating, farm-themed sounds, and exhibits that showcase the company’s commitment to using 100% recycled aluminium bottles.
The distillery in Herefordshire focuses on utilizing “imperfectly perfect” fruit from its family farm that typically does not meet supermarket standards. This fruit is distilled and bottled on-site and packaged in recycled aluminium bottles, which the company claims reduces the product’s carbon footprint by 91% compared to conventional glass containers.
Sarah Holland, drinks buyer at Waitrose, remarked: “Penrhos embodies the kind of brand our customers appreciate – an authentic family farm story, exceptional liquid, and an unwavering commitment to sustainability that transcends mere packaging. Their philosophy of using recycled aluminium bottles and wonky fruit strikes a chord with customers who prioritize the origins of their food and drink. We’re thrilled to welcome Penrhos to Waitrose.”
Harriet Evans, co-founder of Penrhos Spirits, referred to the listing as “a genuine homecoming.”
“Herefordshire is our heartland – our orchards, our water, our botanicals – and to now be featured in our local Waitrose, as well as in stores across Wales and the Borders that appreciate our commitment to quality and provenance, is something we’re immensely proud of,” she stated.
“We look forward to bringing the farm experience directly to Waitrose car parks. Our goal is for customers to gain a full understanding of their gin’s journey, from the soil to the bottle.”
This expansion illustrates the increasing retailer interest in premium spirits that emphasize local sourcing while integrating sustainability initiatives, showcasing how experiential marketing can effectively reinforce brand provenance and environmental messaging right at the point of sale.