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Economic Development That’s the spirit – Hayman Distillers now selling its range around the globe
Economic Development That’s the spirit – Hayman Distillers now selling its range around the globe | That’s the spirit – Hayman Distillers now selling its range around the globe |
| Written by News Desk | |
| Thursday, 13 March 2008 | |
|
Hayman Distillers gives a new meaning to the phrase ‘pioneering spirit’
as it continues to open up new international markets for its famous
products.
Hayman was originally founded in 1820 and now exports a broad range of spirits. But it is very much a modern company. James Hayman, director of sales & marketing, said UKTI’s Overseas Market Introduction Service had helped the company win significant new trade around the globe. “My great, great grandfather James Burrough founded the original business and created the world renowned Beefeater Gin. “Although Beefeater Gin and James Burrough Limited were sold to Whitbread in 1987, the family retained part of the business and continued the tradition of distilling and blending spirits. “Today we offer a wide range of spirits from our innovative premium range including Hayman’s 1820 Gin Liqueur, The Scorpion Tequila Range and Kerenski Chocolate Vodka to a full range of house and speciality brands. “We have offices in London, Hong Kong and Witham in Essex – where our customer services and production departments are located as well as our bonded warehouse. “Our dedicated sales and marketing team are focused on developing our brands in the UK on and off trade as well as in international markets where we are looking to develop close relationships with partner companies.” Hayman Distillers had been mainly UK-focused before pushing into export markets through UKTI’s ‘Passport to Export’ programme. James Hayman said: “We became aware of OMIS two years ago and thought it was a highly effective way of expanding our horizons. “We had opened a Hong Kong office and felt it would be beneficial to use that as a springboard into synergistic markets in the Far East. We used OMIS to identify good quality distributors in a number of markets and were able to target Australia, Japan and Taiwan with good results. “As a business we do have a good heritage. Obviously that wouldn’t count for much if our product wasn’t as highly cherished but a history does help in these kind of marketplaces. It was also tremendously beneficial to be able to say to key players in these markets that we were working with the British government, which took the cold calling element out of the equation and made our approach more credible. Thankfully England is still held in high esteem in the countries we targeted.” Hayman Distillers, an Investors in People business, has four different companies within the current group – one of which exports to over 60 countries worldwide. Thanks to OMIS, the group has also made huge strides in another important new market – the United States – and other fast-growing and influential territories are on the radar screen. “India will definitely be one of those markets where we use OMIS again,” said James. He added that the trade pendulum had swung to produce a more international profile for the business. “We used to focus on the UK and we still have some important customers here but I would say that 90 per cent of our focus these days is the Rest of the World,” he said. Martin Senior, who is senior international trade adviser in Essex for East of England International – which delivers UKTI services – played a key supporting role in Hayman’s export successes. For further information about OMIS visit www.eei-online.com or telephone 0845 641 9955 Overseas Market Introduction Service (OMIS): Helping you make a strong impression overseas If you’re keen to make the most of international business opportunities, UK Trade & Investment (UKTI) has got the contacts, connections and expertise to help make it happen. International trading can sometimes seem daunting, even if your company has worked abroad before – but our Overseas Market Introduction Service is specially designed for ambitious companies keen to take their businesses abroad. How does it work? UK Trade & Investment has a unique network of experienced business experts in embassies and consulates throughout the world, ready to help ambitious companies from the East of England get the best possible results from international trade. OMIS puts you in touch with these experts, who can give you focused business advice, and help coordinate the logistics involved. Most importantly, you’ll receive the kind of support that’s relevant to your company, including both strategic advice and practical help. This includes market information and advice, such as: • Identifying business opportunities and prospects • Arranging meetings with potential business contacts • Carrying out detailed market analysis • Background checks on overseas companies. And practical support, such as:- • One-to-one mentoring with overseas trade teams • Translation help at meetings • Tips on cultural and business etiquette • Product launches and receptions UKTI offers different levels of this highly subsidised service, depending on a variety of factors, which your International Trade Adviser will talk through with you. Contact us now on 0845 641 9955
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