Leading independent drinks manufacturer and distributor Halewood International is continuing its programme of NPD and innovation with the news that it has signed a strategic alliance with Whitley Neill Gin which will see Halewood International assume global sales and marketing responsibility for the brand.

The arrangement is the latest in a series of ambitious innovations from Halewood International which this year has launched Lamb’s Spice Rum, Lambrini Rosé and Crabbie’s Alcoholic Ginger Beer as part of its new product development programme. The move will see Halewood International look to capture a significant slice of the £266.4M gin market in the UK as well as driving international growth for the brand.

Whitley Neill is a high end premium Gin produced by the Neill family whose distilling and brewing heritage dates back to 1762 as part of the family that founded pub company and brewer Greenall Whitley.

Johnny Neill, Managing Director at Whitley Neill Limited comments: “I am absolutely delighted that Whitley Neill Gin has now become part of the Halewood International portfolio. With both companies’ strong UK and South African connections and their commitment to innovation in the spirits sector it is a perfect fit that will enable Whitley Neill Gin to grow to its full potential.”

The product has an ABV of 42%, is available in 70cl bottle and retails at around £16.99 in the Off-Trade. It is currently listed in Waitrose, Oddbins, Booths, Harvey Nichols and Selfridges and On Trade listings include M&B owned Browns Restaurants as well as numerous top London bars including The Dorchester and Dukes Hotel. Halewood International is looking to target the brand at 28-45 year old male and female premium gin and spirits drinkers.

Whitley Neill Gin is a multi award-winning Gin “Inspired by Africa, Made in England”. It is distilled in very small batches in an antique copper pot still, a process much like malt whisky production. The gin’s recipe includes two unique South African botanicals – Baobab fruit and Cape Gooseberries giving it a very different flavour profile in comparison with more traditional London Dry Gins. Whitley Neill makes the finest Gin & Tonic on the market and is so smooth that it can be drunk neat and over ice.

Five pence from each bottle is donated to Tree Aid, a charity which helps people in rural Africa secure an income and livelihood from trees. One of the important trees planted by Tree Aid is the Baobab, the provider of Whitley Neill gin’s signature botanical. Baobab fruit has a dry, citrussy pulp that has six times more vitamin C than an orange or a lemon.

According to Graham Oak Marketing Director of Halewood International, “This alliance represents the latest stage in our innovation drive. As a company we have recognised there is an opportunity to enter the premium gin market with a brand with a real point of difference.

“In Whitley Neill we have a tremendous product with real heritage behind it. However the brand’s unique use of certain botanicals gives it a distinctive flavour that will allow us to set it apart from other premium gins. “Our first goal will be to drive distribution growth in both the On and Off Trade in the UK before looking at international expansion for the brand,” Graham Oak adds.