ECHO Arena agrees VIP lounge naming rights deal with Mersey drinks firm Halewood
Bar offering ‘spectacular’ views across the Mersey will be known as The Liverpool Collection Lounge after the venue signed a three-year deal with the Knowsley-based craft distiller.
Liverpool’s ECHO Arena has secured a naming rights deal with Knowsley-based Halewood Wines & Spirits (HWS) for its new VIP lounge.
The bar will be known as The Liverpool Collection Lounge after the venue signed a three-year deal with the craft distiller, which employs around 300 people.
It will sell a range of drinks from Halewood’s premium quality spirits portfolio including Liverpool Gin and Liverpool Vodka.
The ECHO Arena is currently constructing a mezzanine level and upscale bar inside the arena concourse which will offer spectacular views across the waterfront.
Up to 150 visitors will be able to enjoy a range of drinks before, during and after shows in luxury surroundings, with hosted table service and a selection of dining offers available.
Ben Williams, commercial director of the ECHO Arena parent company, ACC Liverpool Group, said: “As a prestigious, Liverpool-based company with a globally recognised brand, we feel Halewood Wines & Spirits is the perfect fit for our new lounge.
“The partnership will enable us to provide a much wider selection of high-end products to our customers.”
The Liverpool Collection Lounge, set to open in September, will provide an exclusive range and will complement the arena’s existing premium offer Arena Club Class.
Refreshments will still be available on the arena concourse.
Angel Gregory, head of trade marketing and events at Halewood Wines & Spirits, added: “Sponsorship of the VIP Lounge represents a fantastic opportunity to extend Halewood’s support of Echo Arena Liverpool.”
HWS was formerly known as Halewood International and its brands also include Lambrini, Crabbies and Red Square.
In March it secured £50m of debt funding from RBS which it said it would use to develop a new portfolio of spirit brands
Chief executive Stewart Hainsworth has put together a a growth and acquisition strategy for the company which sells £215m worth of drinks products every year to 90 countries across the world.