Deal will enable brewer Sadler's to grow
A Black Country brewery has teamed up with the maker of Crabbie's ginger beer.
Halewood Wines & Spirits has taken a a majority stake in Sadler’s Brewing Company in Lye which brews a range of ales including the Peaky Blinder black IPA.
Sadler's, which was originally founded in 1900 in Oldbury, has its brewery and bar on the Conyers Trading Estate in Station Drive.
It is operated by fifth-generation brewer Chris Sadler and will now have access to Liverpool-based Halewood Wines & Spirits' UK and global infrastructure as well as gaining new routes to market.
The deal will see Sadler's getting marketing support from the Huyton-headquartered drinks producer, but it continue to operate as a separate business.
Mr Sadler, the managing director of Sadler's Brewing Company who will remain in his role, said: "We're proud of our family business and have a strong following throughout the Midlands and increasingly elsewhere in the UK."
The deal will enable the brewery to further capitalise on the growing craft beer industry.
This strategic deal complements Halewood’s recent investment in Cumbria-based Hawkshead Brewery and further strengthens its craft drinks portfolio.
"Halewood’s investment gives us opportunity, not only to continue providing hand crafted beers with a strong provenance locally, but to expand our reach throughout the rest of the UK and internationally," added Mr Sadler.
Stewart Hainsworth, group chief executive of Halewood, said: “Sadler’s has a fantastic family heritage and Chris has continued the passion for creating characterful beers with a point of difference. The current Sadler’s generation is talented and visionary while upholding the original family ethos and with Halewood’s focus on craft, we’re looking forward to supporting their business.”
Sadler’s beers are made using whole hops and premium ingredients and are available in a variety of bottle, can, keg and cask. The signature ales also include Mud City Stout.
Its new gluten free and vegan products in can and keg include a dry hopped lager Citrus Tide and Dakota, an American IPA.
In addition to the brewery, Sadler’s offer beer experiences, including tours, tastings and brew day events. Sadler’s Brewhouse & Bar has a viewing gallery where people can see the ales being brewed.
Halewood is the UK’s largest independent alcoholic drinks manufacturer and distributor. It is still family owned and its product range covering all drinks categories, including wines, spirits, beers, ciders, and bottled water. The key brands include award-winning Whitley Neill Gin, J.J. Whitley Gin and Vodka, Liverpool Gins and Vodka, Marylebone Gin, Bajan Rum Sixty Six, The Pogues Irish Whiskey and Red Square Vodka.
