Halewood sells JJ Vodka to United Beverages

Polish firm United Beverages Group has acquired the JJ brand from Halewood Artisanal Spirits, which will remain the exclusive distributor of the portfolio in the UK market.

The JJ brand, formerly known as JJ Whitley, which comprises a family of artisanal and flavoured vodkas as well as a London Dry and pink gin, generates sales exceeding 600,000 nine-litre cases annually and is said to rank among the leading brands in its category in the UK.

Now, United Beverages Group and Halewood have entered into an exclusive distribution agreement that will ensure the uninterrupted presence of JJ products in the UK market.

United Beverages will be responsible for the export of the brand to international markets.

William V Carey, president and CEO, United Beverages Group, said: “The acquisition of the JJ brand continues the group’s strategy of acquiring leading brands, and I am pleased to partner with Halewood for the continued distribution of the brand in the UK market. The brand is one of the fastest-growing brands in the UK today and still has large potential for growth in the export area.”

Stewart Hainsworth, CEO, Halewood Artisanal Spirits, added: “The sale and new distribution agreement for the JJ brand is another exciting step forward for the Halewood company as part of its artisanal brand strategy. United Beverages Group is a long-standing partner with huge resources to combine with Halewood’s distribution coverage in the UK, ensuring continuity of supply to our existing customer base.”

Halewood noted that the sale of JJ Gin and JJ Vodka supports the company’s ongoing strategy to refine its brand portfolio and continue investing behind its fastest-growing global brands, which includes Whitley Neill Gin, Dead Man’s Fingers Rum and its expanding whisky portfolio.

The financial terms of the deal have not been disclosed.