A Taste of the Preseli Hills: The Story Behind Golden Road Gin
Combing the high ridges of the Preseli Hills, lies an ancient hilltop track. On a clear day, you can see out over the Irish Sea to Ireland, the Llŷn Pensinula and Snowdonia, to mention but a few of its sweeping vistas. Named The Golden Road, the track was trodden by prehistoric travellers as a main route to and from Ireland. To this day, to walk along this path is seen as a stirring experience by those who venture upon it. It feels only natural to imagine that those who live in its shadow are inspired by it.
Phil and Jennifer Wheeler live in such a place. Their smallholding in West Wales sits within view of those very hills - a landscape that has, in turn, inspired their
In 2021, following a life-changing moment that stopped both in their tracks, they began look at life differently. They began asking questions, about what truly matters most. They came to the same conclusion and began on their new venture to build something meaningful together.
“Something like that really focusses the mind,” says Phil, “Friends, family and connection are what’s important to us. We wanted to do something that combined working with the land, on our small farm, and creating something to bring people together.”
Having always enjoyed gin, the pair wanted to create something that stood apart from harsher spirits. Using Jennifer’s expertise as a previously trained chef and a passion for flavour, they learned the importance of how different ingredients can work together whilst complimenting one another. Once the recipe was refined after about 18 months, they had a gin that could be enjoyed purely on its own, over ice, or with tonic and a twist of orange zest. The end result is a layered and aromatic profile of citrus from sweet orange and lemon, fresh bay from their own farm, cardamom, pink peppercorn warmth and a floral note from Japanese cherry tea.
Even from its early conception, Golden Road Gin was being recognised in a very positive light, which was confirmation enough that they were on the right path. Within a few months of launching, Golden Road Gin was entered into the Great Taste Awards and received a one-star award.
“The award showed us that the liquid itself had real potential”, says Phil, “but one of the main challenges was coming up with ways of how to stand out in an already bustling market.” They needed to learn how to build a brand that could catch people’s attention and imaginations from the shelf. As it says on their website, “We weren’t interested in creating a fashionable gin. We wanted to create a genuinely delicious, elegant and refreshing spirit. One we’d proudly pour for friends.” (www.goldenroadgin.co.uk)
That is where the support from Welsh Government-funded programme Cywain, and the wider Food & Drink Wales network, became pivotal. Phil speaks highly of Nerys Adams, the producer’s Regional Growth Manager from Cywain.
“Nerys has been exceptional from the beginning. From connecting us with new opportunities, to introducing us to mentors, her support has been priceless. The guidance we have received from Cywain from the start has got us to where we are today.”
The pair highlighted that programmes such as Cywain aren’t only supportive, but a part of a wider community of experts within the food and drink industry here in Wales. A plethora of passionate individuals, who together elevate the industry into one of the proudest in the World. This passion, alongside the understanding of the challenges of growing a food and drink business in Wales, makes for a powerful community to be able to access. This type of support isn’t simply about grant funding or attending events; it is about relationships, honest feedback and access to people with experience.
“When we exhibited at the Farm Shop & Deli Show for the first time in 2024 with Welsh Government, we instantly came to realise the value of being at events. We were able to discuss our vision and brand with expert mentors in the industry” says Phil, “This is also when we had some very honest and valuable feedback about our original branding!”
“Several people praised the gin itself but suggested that the bottle and visual identity were not doing the product justice.” Rather than ignore the criticism, Phil and Jennifer acted on it. With support through Cywain, including help towards branding costs, they worked with a Cardiff design company to create a fresh new look. The impact was dramatic. Phil says the business moved from around 34 stockists to more than 250 to 300 outlets and wholesalers in roughly a year. Naturally, the redesign did not change the heart of the business, but it helped the outside of the bottle finally
mirror the quality inside.
From that moment on, the awards and recognition have continued. From a Best in Class for branding at the World Gin Awards, to most recently winning Gold at the San Francisco Global Spirits Awards.
“Success like this has to come through constant improvement.” Says Phil, highlighting that the importance of listening and adapting has become a part of the brand’s character and strength. Community spirit is something else that runs throughout the business, as does collaboration. Phil describes how other producers have shared advice, equipment, opportunities and encouragement.
“Collaborations have become an important part of Golden Road Gin’s growth, whether through joint stands at events, partnerships with other local producers or campaigns with other Welsh brands.”
Phil and Jennifer have found strength in working alongside other producers. From making gift boxes with Brecon Chocolates, to sharing stand space at an event with Trefaldwyn Cheese, they see the value in coming together. In their view, collaboration helps everyone reach new audiences, share priceless knowledge and build a stronger food and drink sector.
Phil and Jennifer are also beginning to give back to the landscape that inspired Golden Road Gin. Working with Pembrokeshire Coast National Park, 10p from every bottle sold is donated to support conservation projects. Their first fundraising walk took participants onto the Preseli Hills with a local archaeologist before returning to a pub for a gin tasting, raising £720 for the park. Phil and Jennifer believe strongly that the land behind the brand also deserves to benefit from their success, which is why the pair attend as many local events as possible, and donate where they can.
Looking ahead, the ambition is clear. Phil and Jennifer’s eagerness to grow is palpable, which is reaping success nationwide, and worldwide. Whilst building momentum across Wales, Golden Road Gin is also exploring opportunities in England and London, and has already taken steps into export markets, including a showcase in Japan. The business has also supplied events beyond Wales, including the Channel Islands, and continues to seek the right stockists, venues and partners. The aim is not simply to be present everywhere, but to be in the places where their values are mirrored.
What stands out most in Phil and Jennifer’s story is the combination of resilience and readiness. They have made the most of the support available to them, because they have been willing to do the work. Their proactive and productive nature is a perfect recipe for success, paired with the support on offer from the Welsh Government Food and Drink programmes. From attending events to taking on the criticism in a constructive way, they are building relationships and learning a lot as they go. Phil says producers from elsewhere often struggle to believe the level of support available through the Welsh food and drink sector. But he is also clear that support works best as a
partnership. Nerys Adams, Regional Growth Manager, agrees:
“It has been fantastic working with Phil and Jen.” She praises, “They are consistently a pleasure to support. Friendly, approachable, and genuinely committed to collaboration, not only with us but also with fellow clients. Their willingness to share experiences and champion others really strengthens the wider network. They’ve made the most of every opportunity within the Cywain support package, from test trading and mentoring sessions to workshops and branding development and have approached each element with enthusiasm and openness. Importantly, they are always receptive to feedback and keen to evolve, which makes them a standout example of how to fully engage with
and benefit from the programme.”
From a life-changing moment on their smallholding in West Wales to award-winning bottles now reaching customers across the UK and beyond, Golden Road Gin is well and truly solidifying its presence within the Welsh food and drink industry. Inspired by the Preseli Hills and strengthened by the support of Wales’ food and drink community, Phil and Jennifer have built a brand that celebrates the simple joy of coming together over a glass (or two) of something quite special, and connecting with each other once more.
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