IMG Arts & Entertainment, a division of the Events and Federations business unit of IMG Worldwide, the sport, entertainment and media company has acquired Taste Festivals from Brand Events Ltd.
Brand Events launched Taste of London in 2004 with one event showcasing 26 restaurants at Somerset House. The event invites the latest, greatest, and most exciting restaurants and world famous chefs to offer signature dishes and inspiration to thousands of foodies over four days.
Since its launch, Taste Festivals has rapidly grown into a global phenomenon, and is critically acclaimed as one of the world’s greatest restaurant festival brands. Taste now runs annual events in 17 cities across the globe, and works with more than100 of the world’s greatest chefs.
Stephen Flint Wood, Senior Vice President & Managing Director IMG Arts & Entertainment at IMG, said, “IMG have witnessed the extraordinary rise in both the public’s love of great food and restaurants together with the ever growing demand for premium experiential events. We are excited about the potential to grow the business even further, and look forward to working with the team at Taste Festivals and our network of offices in over 30 countries to achieve this aim.”
Chris Hughes, Chief Executive Officer, Brand Events, said, “Having created a hugely successful event model, and built upon this to create a world class product, Brand Events are pleased to be able to pass the baton to IMG who will be great new owners of the Taste brand and will to continue to grow this fantastic series of global events. Brand Events wish Justin, Alley and the Taste teams all the best with the future.”
Justin Clarke, Chief Executive Officer for Taste Festivals, said, “Our unique relationships with chefs, restaurants, brands and visitors have underpinned the Taste brands successful development. I am sure IMG will provide great support and new opportunities to the business and enable consumers around the world to engage with the world’s best restaurants and chefs in new and exciting ways.”
Taste Festivals will continue to operate from the same business premises at Earls Court London and the team will remain unchanged. Brand Events will also remain at Earls Court, and will continue to run Top Gear Live and Festivals, CarFest, Golf Live and Brand Events Australia.
Brand Events was advised by the media:tech team at Livingstone Partners, the specialist mid-market corporate finance advisory firm.