Following the acquisition of drinks supplier Matthew Clark last October, Conviviality Plc has added bar and events company Peppermint to its portfolio of businesses.
Matthew Clark had been in talks with Peppermint prior to its acquisition by Conviviality, and the latter decided to pursue the investment, saying it allows it to give outdoors and festival clients access to its products 'in a commercially viable environment'.
Diana Hunter, CEO of Conviviality Plc, said: 'We are very excited to be offering this great opportunity to any brand that wants to engage consumers in the outdoor event market. We believe this new partnership will help justify the return on investment for brands at the strategy stage of brand planning, through the development of event campaigns based on unique insight. We look forward to working with the Peppermint team as we continue to build this unique offer.'
London-based Peppermint, which provides bar and catering for events such as British Summer Time in Hyde Park (see above image), the Henley Royal Regatta, The Rugby World Cup and the Commonwealth Games, was founded 13 years ago by Adam Hempenstall and Alex Brooke.
Hempenstall and Brooke said: 'For us, it’s always been about pushing the boundaries of innovation, product choice and delivering more than just a great bar operation to our clients and prospects. Now, with Matthew Clark and Conviviality we have a Pandora’s box of value-adds to bring to the table, such as brand partnerships, the ultimate in product choice, activation tours and multi-channel sponsorship.'
Conviviality also owns one of the largest franchised off-license and convenience chains in the UK, including Bargain Booze, Wine Rack and Thorougoods.