Image: Team members from Penfolds and Goedhuis Waddesdon

 

Penfolds has appointed Goedhuis Waddesdon as its UK distributor, with a focus growing distribution of the brand’s core Bins collection. 

 

Goedhuis Waddesdon will distribute Penfolds wines through independent retail, premium on-trade, and merchant channels. 

 

An Australian company, Penfolds has widened its focus to include French and American wines, which Goedhuis Waddesdon will also distribute in the UK. 

 

Helen Miller, commercial director for Goedhuis Waddesdon, commented: “Having begun to work with Penfolds at Waddesdon Wine in 2019, it’s an honour to develop this partnership into a principal distribution model in 2024. We look forward to growing Penfolds’ sales as part of our newly merged entity, Goedhuis Waddesdon.  The Californian and French releases from Penfolds are hugely exciting, while the Bin-level wines offer outstanding value for money within every channel we serve.”

 

Daevid Warren, commercial director for Penfolds EMEA, addsed “We’re delighted to be continuing our relationship with Goedhuis Waddesdon as we release our latest collection in the coming weeks. The Penfolds range has expanded quite significantly in recent years requiring us to review our strategic focus for our trade partners across the EMEA region.

 

“We have every confidence the Goedhuis Waddesdon team is the partner to help us further establish our burgeoning French and Californian Collections, whilst ensuring the renowned Australian classics in our Bin Collection continue to succeed.”