Halewood kicks off partnership with Liverpool FC
Liverpool-based Halewood Wines and Spirits, maker of Liverpool Gin and Vodka, has teamed up with Liverpool Football Club to boost export sales of its products.
The partnership, which runs until 2020, is set to boost HWS’ brand recognition around the globe and comes as it also celebrates a £50m debt facility from Royal Bank of Scotland’s asset based lending team.
The activity with the football club will also help raise the profile of Liverpool as a destination, both within the UK and internationally in key markets, including the US, Canada, China, Romania, Nigeria, Kenya, Australia and South Africa.
Stewart Hainsworth, group chief executive, HWS, said: “Halewood has grown up in Liverpool, we’re proud to be here and want to use our growing high quality spirits portfolio, alongside one of the world’s best football teams, to put an even brighter spotlight on the city.”
Billy Hogan, managing director and chief commercial officer, LFC, said: “Halewood Wines and Spirits is a proud local, Liverpool brand with a rich sporting heritage which reflects a great synergy with the Club. We look forward to a long and successful relationship with Halewood as they continue to grow their brand internationally from our region.”
Meanwhile, Halewood’s new debt facility will support its new management team’s growth and acquisition strategy over the coming years.
This includes developing a balanced portfolio of spirit brands to complement the company’s existing well-known brands such as Crabbies and Red Square.
The development of the craft spirits portfolio is already well underway at HWS, with the Whitley Neill Gin brand enjoying strong growth allied to recent investments in West Cork Distillers, Pogues Irish Whiskey and Rum Sixty-Six.
The company has also recently invested in the Lake District-based craft beer brewery, Hawkshead, and announced the construction of a new Welsh Whisky Distillery at Aber Falls.
Hainsworth said: “The partnership with RBS is another important step forward in Halewood’s strategic plan to build a portfolio of distinctive brands with strong local provenance.”
Andy Pickford, director, asset based lending, Royal Bank of Scotland, said: “We were immediately impressed with Stewart, Alan and the senior management team, especially with their sector insight and their plans to develop the business.
“Our asset based lending facility fits perfectly with their ambitions, providing a source of flexible, cost-effective financing, with key terms built around the strategic plan. We are confident that this funding will support the company’s growth ambitions in the coming years.”
HWS is a family-owned business with international operations and exports, selling £215m in turnover to 90 countries worldwide. The company employs more than 300 staff in the UK and is a key contributor to the local economy in Merseyside.
