A WELSH whiskey giant has backed a bid for Conwy to become the next UK City of Culture.

Penderyn Distillery has become the commercial partner of Conwy County Borough Council (CBCC) in the early stages of its bid for the prestigious competition in 2025.

It hopes the panel of judges will be swayed by the county’s tourism and heritage links such as Gwyrch Castle, Conwy Castle and the Great Orme goats, with a “radical” cultural programme that is said to be community-based and “authentically Welsh”.

Penderyn opened its distillery in Llandudno in June and believes that Conwy 2025 bid will celebrate the county on the world stage using a “spirit of playfulness and adventure" and boost tourism following the pandemic.

A CCBC statement said: “Conwy 2025 and Penderyn both share the Welsh concept of ‘Hiraeth’, loosely translated as a deep longing for home. The campaign is looking to share this Hiraeth with communities across the UK and beyond.

“A successful Conwy 2025 programme will offer activities that can transform people’s lives for the long-term, supporting Wales’ ambition to protect future generations.”

The city of Culture bid will encompass the entire county of Conwy, which runs from the coast to the hills of Eryri, covering an area of around 440 sq miles.

It includes the Queen of Welsh resorts, Llandudno, the coastal towns of Colwyn Bay and Kinmel Bay and the market towns of Abergele and Llanrwst. About 117,000 people live within the county.

During the series of cultural events, Penderyn will offer its distillery in Llandudno for use.

Penderyn’s CEO Stephen Davies says: “To win Penderyn would stand by Conwy County as partners with the people, organisations and businesses working to create exceptional cultural events and activities throughout 2025.

“Penderyn is now physically placed in the heart of Wales’s stunning Conwy Valley, where most of the world-famous castles are located and on the banks of one of Europe's most beautiful rivers, the River Conwy.”

“Penderyn is also supported by thousands of loyal fans from Conwy.”

CCBC’s bid to become UK City of Culture 2025 is underpinned by its new Cultural Strategy which has been created to bring a “spirit of adventure” to the County’s cultural offer, following recent developments such as Zipworld and Adventure Parc Snowdonia.

Cllr Charlie McCoubrey, leader of Conwy County Borough Council, said: “Conwy 2025 will be the adventure of a lifetime. The County already has an unrivalled reputation for delivering world class events and being a world class destination.

“Having the backing of a world class brand like Penderyn can only strengthen our bid and we are really pleased to have them on board as our commercial partner at the expression of interest stage.”