Family-owned Penrhos Spirits has secured a new regional listing with Waitrose, expanding distribution of its farm-to-bottle London Dry Gin across Wales, the Welsh Borders and Herefordshire as the premium spirits producer continues to grow its retail footprint.

The Penrhos London Dry Gin is now available in eight Waitrose stores, including Hereford, Monmouth, Menai Bridge, Pontprennau, Abergavenny, Cowbridge, Chester and Great Malvern. The latest listing follows recent expansion into more than 400 Sainsbury’s stores, UK duty free outlets through Lagardère Travel Retail and a limited-edition collaboration with food-rescue brand Oddbox.

For manufacturers and brand owners, the listing underlines continued retailer appetite for products that combine strong provenance, sustainability credentials and a distinctive consumer story.

To support the launch, Penrhos will stage a series of pop-up farm experiences in the car parks of each Waitrose store, giving shoppers the opportunity to meet the family behind the business, sample its range of flavoured gins and learn more about its production methods. The activations will recreate elements of the Herefordshire farm with hay bale seating, farmyard sounds and displays explaining the company’s use of 100% recycled aluminium bottles.

The Herefordshire distillery has built its proposition around using “imperfectly perfect” fruit grown on the family farm that would otherwise fall outside supermarket specifications. The fruit is distilled and bottled on-site before being packaged in recycled aluminium bottles, which the company says reduce the product’s carbon footprint by 91% compared with traditional glass bottles.

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.”

Harriet Evans, co-founder of Penrhos Spirits, described the listing as “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,” she said.

“We are looking forward to bringing the farm experience directly to Waitrose car parks. We want customers to understand exactly where their gin comes from, from the soil up.”

The expansion reflects growing retailer interest in premium spirits that pair local sourcing with sustainability initiatives, while demonstrating how experiential marketing can be used to reinforce provenance and environmental messaging at the point of sale.