HALEWOOD I N T E R N AT I O N A L Z A
HALEWOOD INTERNATIONAL ZA
Capitalising on
Nationwide Good Cheer PRODUCTION: Timothy Reeder
Halewood International has used its humble beginnings as the perfect springboard to quickly become one of the fastest growing alcoholic beverage manufacturers in South Africa, boasting a national distribution network and state-of-the-art production facility.
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The company as we see it today was established in 1999, initially as a wholly-owned subsidiary of Halewood International UK. Its seismic rise means that it has quickly become a firmly established beverages company which specialises today in the large-scale manufacturing, distribution and marketing of some of the most popular beverages, both alcoholic and non-, in all of South Africa. Featuring amidst its lineup are such iconic names as Red Square Drinks, Caribbean Twist, Lambrini and Crabbie’s Alcoholic Ginger Beer. Recent additions to the roster have included Red Square 7 times distilled 100% pure grain superior vodka, Caribbean Twist
White and Superior Spiced rums and The Pogues Irish Whiskey, while it also imports and distributes award-winning spirits such as Whitely Neill Gin and West Cork Irish Whiskey. The latter was recently decorated with two gold medals at the eminent Los Angeles International Spirit Awards. Halewood International has long been known for its ability to analyse market trends, and use this information to respond to customer demand in the most effective, and ultimately profitable, way possible. “Our export expansion policy moving forward will, to quite a large extent, depend on the overall demand of our main products or brands in other African countries as well as finding the most suitable
partners to cooperate with,” Marketing Direct Peter Eaton offers by way of further explanation. “We will most certainly endeavour to continuously cater to the needs of our respective target markets whether it be local or indeed other African markets, by developing new and innovative products as well as extending our existing product lines.” Halewood International South Africa prides itself on being one of the most innovate local beverages manufacturers across all of its functional management divisions, and a leader within the industry in general. It is also at the forefront of developing new and exciting product lines, all traits which have combined to net the
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INDUSTRY FOCUS: FOOD & DRINK
company an enviable position within the industry; a total of 14 distribution centres in South Africa help to fulfil the needs of a vast operational footprint, with various supporting roles assuring an effective and hassle-free supply chain. “In terms of general distribution, it is paramount to us that we have a strong local focus which is reinforced by our extensive distribution network covering the entire country,” Eaton underlines. As such, we are wholly capable of almost guaranteeing that all our current products are readily available in all the major city centres and towns.”
To enable of all of this, Halewood International South Africa has at its disposal an experienced countrywide sales and brands ambassador force, ready to and wholly capable of ably servicing liquor wholesalers and retailers on a continuous basis. This is backed by a very diverse local marketing department which thoroughly grasps their core market, allowing Halewood International to keep a strong grip on its targeted customers. Among its most successful endeavours have been certain carefully selected promotions throughout this sector, as well as sponsorship of some of South Africa’s most well attended
// THE ROUTE TO MARKET IS PARAMOUNT; WITHOUT IT THE BEST IDEAS AND CONCEPTS DO NOT SEE Quarter THE LIGHT // 3:12 PM Flavourome Page.pdf OF 1 DAY 2017/12/07
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Proud flavour and ingredient partner of Halewood International
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59 Roan Crescent, Corporate Park North, Midrand, T: 011 314 0784 E: sales@flavourome.co.za www.flavourome.co.za
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festivals. “We have recently been sponsoring quite a large number of South Africa’s most popular youth and other related festivals and will continue to do so in the future. These have included the Rage Festival, Rocking the Daisies, Ultra, In the City and the Back to the City Festival to name but a few,” expands Eaton. It is a shrewd move on the part of Halewood International to be directing such concerted efforts toward conquering these markets, particularly at the present time, when the South African alcohol industry is one of the most profitable of which to be part. For starters, data from the South African Wine Industry Information & Systems (SAWIS) indicates that South Africans are consuming 13.6% more alcohol than they were a decade ago. According to this not for gain company, South Africans consumed a combined four billion litres of alcohol in 2015, which equated to a value of R96.5 billion, marking a rise from around 3.5 billion litres in 2006 worth R46.9 billion. The South African liquor industry, which includes the manufacture, wholesale and retail of beer, wine, spirits and flavoured alcoholic beverages, was then valued at an estimated R106.1 bn the following year. Beer sales dominated the sector, accounting for 56.1% of the value of liquor sales and nearly 80% of the volume. South Africa’s alcohol consumption rate has climbed in recent years to make the country the third-largest consumer of alcohol in Africa and, according to the World Health Organisation (WHO), the 19thbiggest in the world. The beer statistics really speak for themselves: in 2014, South Africans drank three billion litres. That amounts to roughly 57L of beer per person in South Africa, or 170 330ml beer cans per citizen per year in South Africa. According to Stats SA’s latest CPI expenditure weights, South Africans spend roughly R6 out of every R100
HALEWOOD INTERNATIONAL ZA
spent on alcoholic beverages and tobacco products, a sum which only appears to be increasing over time. On the spirits front, in terms of number of litres consumed it is a close battle between whiskey and brandy for the top spot; at last count 40.8 million litres of whiskey versus 30.6 million litres of
to get their products to the market. In conclusion, Stewart Hainsworth, Group CEO Halewood Wines and Spirits PLC, delineates the company’s approach to provide the ultimate in choice and variety. “The route to market is paramount; without it the best ideas and concepts do not see the light of
// OFTEN THE GREATEST IDEAS AND TALENT COME FROM THOSE THAT WORK IN THE SMALLEST COMPANIES AND DO NOT HAVE THE FUNDS OR ACCESS TO THE MARKET TO GET THEIR PRODUCTS TO THE END CONSUMER // brandy were currently being sold. The beer market, then, in terms of both volume and value, is larger than all other alcohol categories combined. There is a massive opportunity for Halewood International here, where consumers want choice, bartenders want choice, and in response Halewood intends to offer the best distribution solution for craft distillers and brewers
day. All businesses need to innovate and offer the consumer something new. Often the greatest ideas and talent come from those that work in the smallest companies and do not have the funds or access to the market to get their products to the end consumer. “Distribution companies are consolidating and vertically
integrating, which creates a bottleneck for small and medium size craft distillers and brewers. Halewood has invested extensively in distribution, particularly the on trade, for the UK, South Africa, Romania and China to create access to the market separate from the big companies. We understand that without access to the market, small startups will find it hard to avoid the brand collectors of the world that keep them in the dark. Halewood can offer finance, marketing, distribution, design, bottling and legal expertise to craft companies in a true partnership.”
HALEWOOD INTERNATIONAL ZA +44 (0)151 480 8800 www.halewood-int.com
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AFRICA
THE BUSINESS MAGAZINE FOR AFRICA’S INDUSTRY LEADERS
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Issue No.65
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ALEXANDER FORBES
CMB Multimedia does not accept responsibility for omissions or errors. The points of view expressed in articles by attributing writers and/ or in advertisements included in this magazine do not necessarily represent those of the publisher. Any resemblance to real persons, living or dead is purely coincidental. Whilst every effort is made to ensure the accuracy of the information contained within this magazine, no legal responsibility will be accepted by the publishers for loss arising from use of information published. All rights reserved. No part of this publication may be reproduced or stored in a retrievable system or transmitted in any form or by any means without the prior written consent of the publisher. © CMB Multimedia Ltd 2017
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DECEMBER 2017