Conviviality has followed its takeover of drinks group Matthew Clark Holdings by completing its purchase of a majority stake in leading bar and events company Peppermint.
Announced in November last year, the deal allows Conviviality to offer Peppermint’s festival and outdoor event clients access to the wide range of products available through its wholesale business.
Conviviality, which owns retailers Bargain Booze and Wine Rack, is concluding a deal that Matthew Clark was already negotiating before its £200m takeover in October.
Peppermint, a London-based bar and events business headed by Adam Hempenstall and Alex Brooke, was created 13 years ago and now services more than 40 events annually, primarily providing bars and catering services to outdoor events.
Clients include AEG Live and Live Nation and events such as British Summer Time in Hyde Park (pictured), Henley Regatta, the Rugby World Cup and the Commonwealth Games.
Peppermint will continue to run as an independent business, but both parties will take advantage of the “natural synergies” working together will bring.
Diana Hunter, CEO of Conviviality, 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.”
In a statement, Alex and Adam commented: “Now the deal has completed, we’re ready to kick off 2016 as we mean to go on – and drive the business on to the next level of growth with our exciting new partners.
“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.
“We remain at the forefront of Peppermint, which will continue to operate as an independent business. We look forward to meeting event owners, promoters, venues, brands and agencies to show what we can deliver for them with the ‘new’ Peppermint. To say 2016 is going to be exciting is an understatement.”