Wadworth partners with Conviviality to boost sales

Drinks: Beers, Drinks
Other: Business

Wiltshire-based pub operator and family brewer Wadworth, has teamed with drinks distributor Conviviality to boost sales of its beer range, and revamp its wine and spirit offering across its pub estate.

The partnership will see Conviviality’s Matthew Clark business assume responsibility for Wadworth’s free trade business, with the aim of transforming Wadworth’s 6X cask ale beer brand from a regional to national brand. Conviviality’s Bibendum business will also become the sole wine and spirits supplier to Wadworth, with a focus on adding premium brands to its estate.

‘This partnership will ensure we have a robust long-term route to market for all our cask beer brands in the free trade sector whilst also benefitting from providing our pubs with a quality range of wines and spirit,’ Chris Welham, CEO of Wadworth, said.

‘By partnering with Conviviality, we’re able to access new routes to market. As well as expertise in the national drinks network, Conviviality also brings regional and local expertise. Matthew Clark has a long history operating since 1810 with a connection to the Bristol area and it’s great to partner with a business that shares our values and aspirations.’

Mark Aylwin, managing director of Conviviality Direct, added: ‘This is exactly the kind of partnership we relish. Wadworth is a highly attractive partner for us with an ambitious team and great potential for growth. We’re excited to work together to realise that potential.’

About Author

Claire Dodd

As a freelance journalist, Claire has written about pretty much any topic you can imagine, from which are the best sausages, to how to flood-proof your home. However, her writing on drinks began when she landed a job as a features writer for the Publican magazine in 2007. Adjusting to a lifestyle of sampling the best drinks from around the world was tough, but someone had to do it. Having left the title in 2011, today Claire focuses on drinks and travel writing for both consumer and trade titles. Aside from searching the globe for the best drinks, and the nicest spots to consume them, she also judges global brewing competitions and keeps an eye on the business moves of the on-trade.

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