Conviviality completes events company buyout

UK drinks distributor and retailer Conviviality is continuing its recent spending spree, completing its purchase of a majority stake in bar and events company Peppermint.

Peppermint runs bars at outdoor events and festivals across the UK (Photo: Peppermint)

Peppermint, a London-based company, was set up in 1996 by two students and is now one of the UK’s largest bar event operators.

It runs bars at over 40 annual events, including the Secret Garden Party, Bestival and Field Day festivals. Its most recent clients include the British Summer Time festival, the Henley Regatta and the Rugby World Cup.

Conviviality plans to use the acquisition, which was announced in November, to plant its drinks brands into Peppermint’s pop-up bars at events around the UK.

It said in a statement: “Conviviality wanted to pursue this investment as the acquisition elevates the company to a strong and unique position, which will offer existing and prospective festival and outdoor event clients access to their wide range of products in a commercially viable environment.”

Apart from the brand placements, Peppermint will continue to run as a separate business under joint directors Alex Brooke and Adam Hempenstall.

In a joint message, they said the deal will provide them with a “treasure trove” of potential new initiatives.

Peppermint joint directors Adam Hempenstall and Alex Brooke (Photo: Peppermint)

The buyout comes just months after Conviviality completed its takeover of on-trade distributor Matthew Clark, which was in discussions with Peppermint over a potential buyout.

“Conviviality wanted to pursue this investment” after purchasing Matthew Clark in October, the company said.

Conviviality now has access to the on- and off-trade, wholesale, and events markets through mergers and acquisitions over the last year.

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 ROI 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.”

UPDATE: 6 January 11:10 AM.

The joint directors of Peppermint initially likened the share takeover to being given “Pandora’s Box”. This has been changed to “a treasure trove” at the request of the company.