Liverpool-based Halewood Wines & Spirits has entered into a partnership with Liverpool Football Club, which will see its Liverpool Vodka brand made available at the Anfield stadium.
Liverpool FC Legend Robbie Fowler and Halewood’s Liverpool Vodka. Image: Liverpool FC
The deal, which is set to run until 2020, was struck as Halewood seeks to bolster exports and increase brand recognition.
The move follows the launch of a Liverpool line of spirits brands from Halewood, including a whisky and a rum alongside the vodka, following the company’s acquisition of Liverpool Gin in May 2016.
As part of the initial agreement, Halewood’s Liverpool Vodka will be available at Liverpool FC’s Anfield stadium and in the football club’s store.
The football club’s charity, LFC Foundation, is set to benefit from the partnership through activity at the Liverpool C Legends v Real Madrid Legends at Anfield on 25 March.
To mark the start of the agreement, Halewood and Liverpool FC invited ten fans from the official supporters clubs on a gin journey around the city. Former players John Aldridge, Robbie Fowler and Gary McAllister, known as Liverpool FC Legends, were waiting for them en-route to surprise them with cocktails – see video below.
More activity developed as part of the partnership will be announced in due course.
“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,” said Stewart Hainsworth, group CEO, Halewood Wines and Spirits.
Billy Hogan, managing director and chief commercial officer, Liverpool Football Club, added: “Halewood Wine 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.”