Penderyn Distillery Celebrates a Decade of Sponsorship with London Welsh Rugby Club
Published Date: 26th October 2023
Penderyn Distillery, the renowned Welsh whisky producer, is proud to mark the tenth anniversary of its partnership with the historic London Welsh Rugby Club. This milestone celebration is highlighted by the inclusion of the Penderyn logo on the London Welsh rugby shirts, a testament to the enduring collaboration between two esteemed Welsh brands.
London Welsh Rugby Club has experienced an extraordinary journey over the past decade. Following well-documented challenges in 2017 that led to the club's relegation to Level 9, London Welsh made an astonishing comeback, achieving four consecutive promotions in as many seasons. This impressive feat allowed the club to complete a five-year plan in just four seasons and regain a prominent position in the national leagues. The club's recent consolidation season saw them finish an impressive 6th in the highly competitive National 3 (Regional 1) league.
Penderyn has equally elevated it's game over the past decade. The Welsh premium single malt whisky ranks in the Top 10 best-selling single malt whiskies in the United Kingdom (Nielsen data). And on the 24th of July 2023, Welsh Single Malt Welsh Whisky, secured PGI (Protected Geographical Indication) UK GI status after Penderyn instigated the process 7.5 years ago.
Penderyn's new £15 million Swansea distillery has also just received the company's third "Gold" VAQAS award from Visit Wales in light of their tourism efforts and they continue to grow its global export market beyond 50 countries.
With a strong Welsh identity, London Welsh Rugby Club, supported by Penderyn, boasts a team composition with approximately 70% Welsh players. The club has nurtured connections with various Welsh universities and schools, including Swansea, Cardiff Met, Monmouth, Llandovery, and Brecon. This commitment to fostering young talent is further evidenced by the presence of several age-grade internationals within the team. And the recent Player of the Season, Osian McAvoy, a Welsh speaker hailing from North Wales, excels in the fly half position, exemplifying the club's commitment to nurturing Welsh talent.
"We're proud to partner with London Welsh Rugby Club. As two Welsh brands we complement each other in raising the profile of Wales nationally and, as a company that values community, teamwork, and excellence, we see a strong alignment with the core values of the club." added Rob Weller, Penderyn Distillery National Accounts Manager. The leadership of London Welsh Rugby Club is anchored by Director of Rugby Cai Griffiths, a former player for Ospreys, London Irish, and London Welsh. The coaching team also includes Steve Shingler, who has an impressive rugby background with Scarlets, Cardiff Blues, and London Irish, and serves as the Club Captain at Ealing Trailfinders. The coaching staff is completed by Head of Strength and Conditioning Will Taylor, a former player for Ospreys and Wasps.
"As a club we're very connected to our Welsh roots and we have huge ties with home. We're delighted to receive the continued support from Penderyn Distillery, we share the same commitment to quality, authenticity and excellence that Penderyn is renowned for. By partnering with a distinguished Welsh brand, we believe together we can showcase the best of Wales." said Cai Griffiths.
Reflecting on the decade-long partnership, it's clear to see the strong connection between Penderyn Distillery and London Welsh Rugby Club. The partnership embodies the shared values and pride that these two great Welsh brands hold dear.
London Welsh is a World-famous club, renowned for its history and the quality of teams that it has produced over a star studded 135 year history! London Welsh is a members club, but primarily they are a family and a thriving community making sure they look after their members.