Yates Group has sold its "Aussie White" wine brand to Merseyside-based Halewood International in a deal believed to be in excess of £1m. The company says it believes the sale will allow "Aussie White" to prosper under the control of an operator with a proven track record in brand development. Yates chief executive Mark Jones said: "I am delighted with the package we have agreed with Halewood. "As well as the financial benefits to both parties, it will ensure long-term continuity of supply to our estate while allowing Halewood to develop what is a very strong brand." Jones stressed that the 17.5% fortified wine would continue to be a key brand in Yates's wine lodges. He confirmed that own brand house labels still held considerable value for Yates across the estate. "Own label house brands account for about 2.5% of our retail sales with Vodka the major category enjoying some 90% of these volumes. "The growth of own label brands is becoming an increasing trend in the industry.
