Launched in 2018, Penrhos Spirits was established in Herefordshire by two farming families who grow strawberries, raspberries, cherries, blueberries, eating apples and cider apples. The distillery is an old barn where co-founder Richard's grandmother, Constance, used to raise calves, and their copper pot CARL still is named Connie after her. The team has achieved a huge amount in 5 years, so let's begin with a look at a brief history of Penrhos Spirits:
How has the distillery and team changed and grown since you launched?
From starting with Dickie, Sally, Kate and Charlie, we now having Dickie and Sally's daughter as the driving force. We now also have two local members of staff helping to create our gins and a further two based in London, but the core remains the family.
Looking back, what advice would you have given yourself when you began?
To be braver and to really think how you can be significantly different because there is so much competition out there and you have to stand out. A little difference is not enough in a crowded market.
Is there initiative that you have been most proud of since you launched?
This is quite personal but for me what we are doing right now is what I am most proud of - the launch of our new bottle made from 100% recycled aluminium bottle. The fact that a small brand from Herefordshire has come up with an idea that is challenging the way we look at delivering gin is something that I am very proud of. We've questioned whether there is a more sustainable solution than glass.
What have been the highlights of the past 5 years?
There are lots. When you start it is selling the first bottles, which for us was at our local Christmas fair and we had to rush back to the distillery because we had sold out. More recently our biggest highlight has been achieving Future Brand status within Sainsbury's when they saw our new bottle, and then seeing our gin surrounded by all the big brands in over 400 stores. Just to cap this off, after being a Winner in The Gin Guide Awards 2023 earlier in the year, we will be going to the IWSC awards in London for the first time to collect the Winners trophy for Eco Packaging, and we are also on the shortlist alongside Unilever for sustainable pack of the year at The Grocer awards.
What's next for Penrhos Spirits in the near future?
The most important thing is to keep growing our sales and ensure that we make our new bottle a success. We need to educate consumers to understand what the advantages are of our new bottle.
What are the big dreams and plans for the next 5 years?
To grow the brand and for consumers to remember that Penrhos were the first to move to 100% recycled aluminium. If we can achieve this then people who enjoy a gin will not forget us and we will have created salience.
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