Bestway Wholesale has partnered with Budweiser to deliver a series of trade activations across its depot network.
The activations, hosted at Bestway’s Park Royal, Manchester and Liverpool depots, saw each location welcome Budweiser’s iconic Bud Bus as part of the brand’s nationwide FIFA World Cup Kick-Off Tour.
The events saw Budweiser volume sales at Bestway’s Park Royal depot increasing by more than 2,095% versus average during the event. Manchester also saw volume sales rise by 197%, while Liverpool delivered a 60% increase, highlighting the impact of combining supplier investment, exclusive trade offers and engaging depot activation.
Designed to help independent retailers prepare for one of the biggest trading opportunities of the year, the events brought together exclusive promotional deals, immersive brand experiences and practical retailer support.
Retailers attending the events enjoyed a packed programme of activity, including interactive penalty shootout challenges, exclusive merchandise and giveaways, entertainment and depot-only Budweiser stock deals.
Kenton Burchell, group trading director at Bestway Wholesale, said: “At Bestway, we are committed to creating marketing opportunities that help our supplier partners grow their brands while supporting independent retailers to maximise every trading opportunity.
“We were delighted to welcome Budweiser’s iconic Bud Bus to our depots as part of the FIFA World Cup Kick-Off Tour. All three events delivered excellent results, with Budweiser sales significantly ahead of average, both by value and volume.
“Our partnership with Budweiser is a great example of how collaborative investment and engaging activation can deliver measurable commercial results.
“Major sporting events present significant opportunities for independent retailers, and our role is to ensure customers have access to the right products, competitive offers and inspiring activations that help them grow sales.”
Ollie Devon, Wholesale & Convenience Sales Director at Budweiser, added: “We were incredibly proud to be able to showcase Budweiser’s sponsorship of the FIFA World Cup in such a unique way. This was a fantastic opportunity to engage with local businesses and build excitement among retailers and consumers ahead of the biggest sporting event in the world.”
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