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Our business units

Conviviality’s three business units give our customers the most knowledgeable and inspiring partners


The UK’s largest independent wholesaler to the on-trade

Conviviality Direct serves over 23,000 outlets from national prestige hotel chains to independent food-led pubs and restaurants trading through two businesses, Matthew Clark and Bibendum. With Matthew Clark depots from Dundee to Southampton the team supply every postcode in the UK.

We are not just known for our scale, reach and range though. We are recognised as a centre of expertise in wine, particularly through Bibendum whose 4,500 wines with a particular strength in the Old World. Both businesses lead the way in range innovation, particularly in world beers and spirits. We also give customers the tools and capabilities to offer the most value-adding customer service in the market drawing on our extensive insight capability.

At the heart Conviviality Direct’s success are the relationships our customers have with our people. Our account managers don’t just offer an unparalleled range of wines, spirits and other drinks and the widest reach across the UK. They support customers with the richest and most detailed insight into consumer trends; insight that adds value in ranging and promotions. Our wine and drinks list design teams create the most innovative and effective lists in the country. Our trainers are recognised as the industry’s best, consistently winning awards. From efficient and friendly order capture through to perfectly-executed promotions, account managers bring a whole team to support their customers.


Our 370 Franchisees are local people, passionate about their customers and the communities where they trade.

Our Franchisees make a real difference in their local communities through a relentless focus on meeting consumer needs. We have 716 stores across our Bargain Booze, Bargain Booze Select Convenience and Wine Rack Brands. Conviviality Retail’s role it to build strong relationships with our franchisees, driving sustainable relationships and profitable growth.

Our strategy is to attract new Franchisees who share our vision, build our capability and credibility in wine and look for complementary acquisitions.


Conviviality Trading brings together our specialist brand agency businesses along with outdoor and events specialists and a brand activation agency.

Together the team develop new products through their whole life-cycle, introduce them to market in the on and off-trade and then bring them to life for consumers at events and festivals.We are the market leader and centre of expertise in wine sourcing, ranging, merchandising and activation.

Our customers receive unrivalled service to meet their customer needs by format and location. We have developed a one-stop service for drinks brands, supporting them by leveraging distribution, sales, agency, marketing and event capabilities. We are at the forefront of range innovation in the dynamic drinks sector and recognised as our suppliers’ strategic partner of choice in the on-trade.