Echo Arena signs naming rights deal for VIP lounge

ECHO Arena Liverpool has signed a naming rights and supply deal with Halewood Wines & Spirits 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.  It will sell a range of drinks from Halewood’s premium quality spirits portfolio including Liverpool Gin and Liverpool Vodka.Ben Williams, commercial director of Echo Arena parent company The ACC Liverpool Group, said: “We are pleased to confirm a three year deal with the UK’s largest independent drinks manufacturer and distributor.“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.”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.Angel Gregory, head of trade marketing and events at Halewood Wines & Spirits, commented: “Sponsorship of the VIP Lounge represents a fantastic opportunity to extend Halewood’s support of Echo Arena Liverpool. The Liverpool Collection – created, distilled and bottled within the city – is perfect for consumers who are looking to enjoy premium spirits as part of an exclusive, exciting night out at the arena.”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.The Liverpool Collection Lounge tickets are available for a range of forthcoming events including John Legend, Queen and Adam Lambert and Michael McIntyre. For more information go to: