Hospitality company Levy is set to open premium bar services at its venues across the UK through an exclusive deal with drinks-led solutions company Peppermint.
Peppermint, which was founded in 2003, has long-standing relationships with the likes of AEG and Live Nation, as well as independent owners and promoters based in the UK.
Peppermint will look to use its experience to bring high-performance, retail-led bar services to the various sports and entertainment events that take place at Levy’s venues. Peppermint will help Levy design and deliver the experiences for attendees across the country.
As part of the agreement, Levy will also benefit from Peppermint’s in-house marketing agency Equals, which specialises in activating brands at events by supporting venues with concept creation, sustainable solutions, asset builds and logistics.
Jon Davies, managing director at Levy UK, said: “As we begin to return to stadia and venues following lockdown, Peppermint will bring further premiumisation and choice to Levy events, while ensuring the dynamism and unique experience their team brings is delivered at scale. Peppermint also has an unrivalled expertise in designing and executing high-volume bar services at large-scale events which Levy will tap into. I am also delighted that both of our businesses hold such mutual care for the environment and delivering sustainable event solutions.”
Adam Hempenstall, co-founder and director at Peppermint, added: “We are extremely excited about the partnership between Levy and Peppermint – it has incredible potential to further heighten the fan experience at sporting and music events around the UK. Peppermint and Levy share a passion for creating amazing experiences alongside a sense of privilege to deliver some of the UK’s greatest events.
“The Levy team will benefit from our expertise delivering the next generation of bar solutions and our track record of improving customer experience alongside growing spends and efficiencies. Levy gives Peppermint access to some of the greatest sporting events and venues in the UK. As the country gradually returns back to the events and venues we love, now is a better time than any to show them what they’ve been missing.”
The deal has been signed on the back of Levy’s recent partnership with street food specialists KERB. The partnership will see Levy bring new food experiences to venues and forms part of a wider collaboration with Compass Group to develop and deliver new hospitality and retail services.