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Conviviality plc

Telling a growth story

Since its IPO and admission to AIM in 2013, Conviviality plc, formerly Bargain Booze, has undergone an exceptional journey to become the UK’s largest independent drinks wholesaler and distributor.

Under the direction of CEO Diana Hunter, in addition to the pre-IPO name change, the hugely successful growth story has largely been driven by a number of strategic acquisitions that has extended Conviviality’s customer base from working-class families looking for cut price booze to clientele that include Michelin-starred restaurants, the Henley Regatta and the Isle of Wight Festival.

Having initially acquired Wine Rack in 2013, followed by a succession of further deals, the game changing acquisition and integration of Matthew Clark, Peppermint and Bibendum into the Group marked a fundamental change to the business, prompting a review of the corporate website amongst other key brand and communication channels.

Conviviality now supplies 17,000 outlets and 600,000 customers including supermarkets, independent corner shops and fine-dining restaurants including The Ivy.

It stocks 10,000 different types of alcohol, including 450 different types of gins. The business also works directly with restaurants and hotels to design wine menus, based on its data of best-sellers in the area and growing trends.

In addition to seeing a rapid elevation of the share price, the size of the company also altered quickly from a couple of hundred employees to 2,700 staff across three offices in London, Crewe and Bristol. Alongside this, the operational structure changed to present the operating brands under three distinct divisions – Conviviality Direct, Conviviality Retail and Conviviality Trading.

To a large extent, our brief was easy – to present this ‘new’ business online with a completely new corporate website that incorporated the new brand identity, the new operating structure and captured the scale, capability and energy of the business.

Working alongside Conviviality’s busy creative and brand teams, we initially undertook a research and scoping phase to gain a thorough understanding of the business and how this needed to be expressed within the information architecture.

Following the content and architect stage we implemented a user experience design phase to asses user journeys and how content is best served for the primary website personas prior to moving into an intensive design and build phase.

Since launch, the site has become a primary information source for a vast range of stakeholders from investors, analysts and staff to suppliers, customers and future talent and captures the essence of the brand alongside providing updates for regulated investor information, company news and operating brand stories.