Halewood Artisanal Spirits has sold its JJ gin and vodka brand to Polish drinks supplier United Beverages Group.
Financial terms of the deal were not disclosed, but Halewood will retain exclusive distribution rights to the JJ brand in the UK.
“The sale of the JJ brand and the new distribution agreement is an exciting next step in Halewood’s growth as part of our craft brands strategy,” said Halewood CEO Stewart Hainsworth. “United Beverages Group is a long-standing partner with significant resources which, combined with Halewood’s UK distribution network, will ensure continuity of supply for our customers.”
The JJ brand generated sales “in excess of 600,000 nine-litres cases a year” and was “one of the leading brands in its category in the UK”, United Beverages said.
Following the deal, the Polish supplier would be “responsible for developing the brand’s exports to international markets”, it added.
“The acquisition of the JJ brand is another element of the group’s strategy of acquiring leading brands,” said United Beverages Group CEO William Carey.
“JJ is one of the fastest-growing brands in the UK and has significant growth potential in the export area.”
In the UK, products from the JJ brand such as its London Dry Gin, Artisanal Vodka and Blue Raspberry Vodka Mix Spirit Drink are sold in retailers including Tesco, Asda, Morrisons and Sainsbury’s.
Halewood has been undertaking a significant reshaping of its portfolio over the past decade, shifting higher volume brands and ending unprofitable contract production arrangements to focus on higher-margin spirits.
As a result, turnover has fallen by 71.2% since 2020, with the business having sold off its South African and Russian business units – as well as the Lambrini brand – in the last five years.
However, the business remains loss-making, having reported operating losses of £15.7m in the year to 28 June 2025.
Meanwhile, headcount has shrunk by more than 40%, with Halewood blaming rises in National Insurance and the minimum wage for outsourcing a greater proportion of its production to Europe.
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