Halewood buys 50% stake in Pogues whiskey
Halewood International has acquired a 50% stake in The Pogues Irish Whiskey, with band members retaining ownership of the remaining 50% of the brand.
The Irish folk and punk band released the whiskey in July 2015 in partnership with West Cork Distillers – one of only two independently owned and operated distilleries in Ireland.
Halewood International was initially appointed to distribute the brand in the UK, while West Cork Distillers worked with 16 partners in Europe, Australia, Japan, the US, and Canada.
While West Cork Distillers will continue to hold global distribution rights, it has awarded Halewood distribution rights for the Group’s core markets, which include RSA, Romania, China and global travel retail.
Halewood International Group CEO, Stewart Hainsworth, said: “This acquisition further strengthens our close partnership with West Cork Distillers. We already distribute the West Cork Irish Whiskey brand range in the UK and throughout our network and West Cork Distillers distribute Halewood brands in Eire. The Pogues Irish Whiskey is a premium whiskey that adds its own distinct, rebellious character to our spirits portfolio.”
The Pogues Irish Whiskey is targeted towards 25 to 35-year-old drinkers and is said to be Ireland’s highest malt-containing blended Irish whiskey, with 50% grain and 50% single malt liquid.
The whiskey is described as having a “malty and floral” flavour with notes of mild chocolate and citrus.
Last month The Pogues Irish Whiskey was made available in the US through importer MS Walker.