Wadworth set to grow 6X ale through new supply partnership


Wadworth 6X

On-trade drinks specialist Matthew Clark has taken on Wadworth’s range of beers to help the Wiltshire brewer to increase market penetration.

As part of the new partnership with Matthew Clark’s owner, Conviviality, the brewer will also revamp the wine and spirit offering across its pub estate through Conviviality’s wine and spirits business, Bibendum.

Matthew Clark will assume responsibility for Wadworth’s free trade business, with the aim of building market penetration for Wadworth’s 6X cask ale in the south-west and across the UK, transforming the brand from a regional to a national player.

Wadworth CEO Chris Welham 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.”

Conviviality’s Bibendum business will become the sole wine and spirits supplier to Wadworth, transforming its offering to include more premium ranges. The partnership will also provide Bibendum’s training and marketing support across the estate.

Chris added: “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 spirits.”

Mark Aylwin, managing director of Conviviality Direct, said: “We have over 10,000 products in our drinks range, serving over 25,000 on-trade outlets, over 700 franchised stores, over 400 independent specialists and we are a supplier to the larger multiples. As a result of this scale and reach, we have unparalleled market access, insight and capabilities to support our suppliers and customers in the development of their brands.

“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.”

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