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Thu 12th Nov 2015 - Conviviality buys majority stake in bar and events company
Conviviality buys majority stake in bar and events company: Following its recent purchase of Matthew Clark Holdings, Conviviality has agreed heads of terms for the acquisition of a majority stake in bar and events company Peppermint, with a short timeframe planned for completion. Peppermint, a London based bar and events solutions business, are one of the largest event bar operators in the UK, and work with outdoor events and brand owners to deliver a full 360 degree spectrum of event services for their clients. The company, headed up 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, and pours over four million pints every summer. It is proud to be servicing the cream of the UK’s festivals and outdoor events market, with clients including AEG Live and Live Nation and events such as British Summer Time in Hyde Park, Henley Regatta, The Rugby World Cup and the Commonwealth Games. Matthew Clark was in discussions with Adam and Alex prior to Conviviality acquiring the Matthew Clark business on 7 October. 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. This relationship seeks to offer a new generation of choice alongside brand investment, adding value to clients through multi-channel sponsorship. The deal comes just over a year after Matthew Clark purchased a 51% stake in experiential marketing agency, Elastic. 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, chief executive 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.” Alex Brooke and Adam Hempenstall, founding directors of Peppermint, added: “We’re committed to adding value to our clients by offering them tailored business solutions that meet their needs. The huge portfolio choice Conviviality can provide will only strengthen our offer to our current and prospective customers. The vision Conviviality has for the future alongside its independent way of thinking is a perfect fit for us; we’re extremely excited about what the future will hold.”


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