The group has a significant number of advertising platforms and is very active in the sports marketing and entertainment arenas. With its substantial experience in brand building and experiential marketing, this acquisition will be a valuable addition to the group.
"Primedia is delighted to have acquired such a festival brand and we are looking forward to working closely with the team to take this exciting offering to new markets," said Geraint Crwys-Williams, group commercial executive.
"It is described as the largest whisky festival in the world, attracting over 18 000 South Africans annually and this transaction represents the first of further steps the group will take in the exciting events and entertainment space. Event co-founders and creators, Karen Chaloner and Sian Neubert will continue to remain in charge of running the business in its entirety but will have access to the multiple assets within the group."
"In order to realise our vision we needed a strong strategic partner to unlock the untapped potential within the business. The partnership enables us to do this, bringing increased value to all stakeholders. This year, we celebrate our 10th anniversary so the timing is perfect to take the event to the next level," said Chaloner.
"Our goal is to constantly access new whisky consumers by amplifying and accelerating the scale of the brand through category education and conversion. Event hospitality and ten year anniversary after-parties will be some of the innovations incorporated into the festival lifestyle experience," added Neubert.
