Liverpool Partners With Local Distillery Halewood Wines & Spirits

Liverpool announced a partnership with Halewood Wines & Spirits, which produces Liverpool Gin and Liverpool Vodka. The three-and-a-half-year deal will see the Liverpool-based distillery team up with the club as an official partner. Halewood Wines & Spirits will also have a presence in the club's digital marketing and social media channels, as well as other promotional activity (Liverpool). THE DRINKS BUSINESS' Rupert Millar reported under the terms of the deal, Halewood will have a "strong brand presence" at Anfield and will have spirit pouring rights at the venue’s hospitality lounges and conference center. The company said that it hopes the deal will help "raise both its profile and the city's," not only within the U.K. but also in "key markets" such as the U.S., Canada, China, Romania, Nigeria, Kenya, Australia and South Africa (THE DRINKS BUSINESS, 3/10).