Wadworth, the Wiltshire-based pub operator and family brewer, has today announced a partnership with Conviviality, the UK’s leading independent distributor of alcohol and impulse products, to drive market penetration for Wadworth’s beer range and revamp its wine and spirit offering across its pub estate.
This two-pronged partnership will see Conviviality’s Matthew Clark business assume responsibility for Wadworth’s free trade business, with the aim of building market penetration for Wadworth’s 6X cask ale beer brand in the South West and across the country, transforming the brand from a regional to a national player.
The partnership also extends into Wadworth’s pub estate where Conviviality’s Bibendum business will become the sole wine and spirits supplier to Wadworth. This will see a transformation of Wadworth’s wine and spirits offer, including more premium ranges to improve the customer offer in their pubs. The partnership will also provide Bibendum’s added value service of training and marketing support across the estate.
Chris Welham, CEO of Wadworth, said, “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.
“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. Matthew Clark has a long history operating since 1810 with a connection to the Bristol area and it’s great to partner with a business that shares our values and aspirations.”
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.”