Corporate Vision April 2017

CORPORATE VISION / April 2017 23 Company: Halewood Wines & Spirits Name: Stewart Hainsworth Email: stewart.hainsworth@ halewood-int.com Web Address: www.halewood-int.com Address: The Sovereign Distillery, Wilson Road, Huyton Business Park, Liverpool, L36 6AD, UK Telephone: +44 (0)151 480 8800 In the Right Spirit g international markets. Halewood has purchased joint ownership of The Pogues Irish Whiskey, a joint venture with the iconic Celtic punk band and the business has also acquired Rum Sixty-Six, a premium Bajan rum. Most recently, Halewood made a significant investment in Hawkshead Brewery in the Lake District, as the business moves into the craft beer category for the first time and further strengthens its presence in the North West. Halewood’s latest strategic investment is in The City of London Distillery, the only gin distillery in London’s Square Mile. The deal will enable the micro-distillery to further capitalise on the gin renaissance by gaining new routes to market, as well as reinforcing Halewood’s firm focus on premium craft spirits. Another significant acquisition for Halewood this year is the super-premium organic craft spirit, Liverpool Gin. Liverpool Gin has been transformational for the business culture and direction in the business strategy. It has encouraged the whole workforce to engage with the brand and be proud of what they create. Liverpool Gin has stayed true to its roots as an organic gin that is distilled and bottled in Liverpool driving significant investment in the Merseyside site, with new stills and specialised spirit bottling lines. To capitalise on increasing consumer interest in ‘drinking less but higher quality products’, Halewood has expanded the Liverpool Gin brand by launching the Liverpool Collection – a craft spirits range which includes Liverpool Gin Valencian Orange, Liverpool Rose Gin and Liverpool Vodka, as well as special editions of Liverpool Gin Distillers Cut, a 16-year-old Trinidadian rum and a 12-year-old whisky. The launch of the Liverpool Collection has allowed Halewood to form a partnership with one of Liverpool’s most iconic names – Liverpool FC. The partnership with Liverpool FC creates a platform for Halewood to expand its presence and brand awareness within international markets, in association with one of the largest brands in world football. The acquisitions have strengthened Halewood’s product portfolio in priority categories of craft beer, Irish whiskey, gin and vodka. Outlook for 2017 and beyond Halewood Wines & Spirits will remain focused on driving sales of core brands on a global basis whilst further investing in craft products in new and existing facilities. The company wants to move closer to the consumer and develop new channels and routes to market. Engaging with the customer is important in the evolution of the company to identify new trends. The company will continue to invest in liquid development, particularly through its Liverpool Gin Distillery, Hawkshead Brewery, Aber Falls Distillery and pending plans for a new John Crabbie’s Distillery in Scotland. Halewood’s export drive will be championed by notable brands including Whitley Neill Gin, The Pogues Irish Whiskey and Liverpool Vodka, with consumer marketing support through key international markets. The Liverpool Collection is a key aspect of this activity, both in terms of increasing listings of the Liverpool Collection brands within the UK On Trade, but also seeking out opportunities to promote the city’s brand wherever possible. Halewood will be weaving the brand story of Liverpool into its marketing campaigns – the launch of Liverpool Rum within the collection provides Halewood with a platform to tell the story of Liverpool, the docks and the city’s history with rum. The partnership with Liverpool FC has only just commenced, so Halewood is looking forward to deepening this relationship. Halewood’s sponsorship of the Liverpool FC Foundation will undoubtedly generate further opportunities for community engagement. Halewood will continue to support local businesses and initiatives – as the headline sponsor of the British Style Collective, which takes place in Liverpool, and supporting the Liverpool Summer of Love event in its 50th anniversary this year. Halewood will also be putting greater emphasis on the strong provenance of its North West based brands, such as Willow Water and Hawkshead Brewery, in order to strengthen their appeal and drive further growth. The Aber Falls Distillery will come to fruition, and Halewood has plans to launch a visitor centre, tours and distilling classes to engage consumers. Halewood expects to see consumer interest and growth in premium spirits to continue throughout 2017, so Halewood is confident its spirit brands will remain relevant and popular. Consumers have developed a keen interest in craft distilling, and Halewood will be exploring opportunities to allow smaller businesses to access the market through Halewood’s portfolio offering. Halewood expects rum and Irish whiskey to grow in popularity this year, and the business is well placed to take advantage of these trends, through the expansion of the Rum Sixty-Six range and further Irish whiskey distribution in collaboration with West Cork Distillers.

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