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Distribution switch-up at Halewood Wines & Spirits

Published:  04 May, 2018

Halewood Wines & Spirits has announced a number of changes to its line-up while revealing a new spirits focus for its agency business.

The Merseyside-based drinks manufacturer and distributor will now be responsible for importing and distributing Centenario Internacional Rum, including the Costa Rica producer’s 7, 9 and 12-year-old expressions, as well its solera 25 and 30 variants.

At the same time, Halewood has also called time on its ten-year relationship with Chinese brewer Tsingtao, after helping the brand to become one of the top beer brands from the country in the UK.

The decision was a mutual one, said both parties, and hinges on a change in Halewood’s operations.

Stewart Hainsworth, Group CEO, said: “Halewood Wines & Spirits has a renewed vision to become an international specialist in artisanal spirits and craft beers. To that effect, it will focus its UK agency business on premium artisanal spirits, and for this reason Tsingtao will no longer be distributed by Halewood. We have enjoyed a special relationship with Tsingtao for a decade and ensured the brand has become a trailblazer in Asian Imports in the category.”

The new deal with Centenario will cover the UK and Ireland, where Halewood is aiming to mimic the success of Whitley Neill, its number one premium gin brand.

“Our vision is to be the UK’s number one specialist in innovative and artisanal rums, just as we are beginning to showcase in the gin category, in order to focus on our strategy of building a premium artisanal portfolio that delivers true heritage, provenance and authenticity,” Hainsworth added.

The addition will bolster Halewood’s portfolio of premium rums, sitting alongside Rum Sixty Six, Peaky Blinder Black Spiced Rum, and the recent acquisition of Dead Man’s Fingers Spiced Rum.