Bestway Wholesale delivered its largest and most ambitious customer event to date at its Park Royal depot last week (10 December), bringing an iconic vehicle to its main depot and generating “record-breaking activation, sales-uplifts, a standout festive experience, and more than doubling footfall on the day,” it said.
In a first for UK wholesale, the Coca-Cola Christmas truck rolled into Park Royal, drawing exceptional footfall and setting new records for attendance, engagement and sales.
The event marked a milestone for Bestway’s partnership with Coca-Cola Europacific Partners (CCEP) in Bestway’s 50th anniversary year.
The event delivered a 45% rise in depot footfall, a rise of 198% in customer shopping for CCEP products, strong participation in promotional mechanics and great feedback, the wholesaler revealed.
The event combined, one-day-only deals with a CCEP takeover across the depot, showcasing Bestway’s ability to “pair commercial impact with high-energy retail theatre,” it added.
Retailers benefited from exclusive promotions, complemented by a vibrant programme of engagement including a dedicated activation zone for retailers and their families as well as competitions, giveaways, sampling and experiential brand spaces.
The approach underscores Bestway’s drive to redefine wholesale trading, delivering a differentiated, customer-first experience ahead of the peak trading period.
The day also included retailer workshops designed to equip them with the insight and tools they need to drive stronger trading performance in 2026 and beyond.
Kenton Burchell (left), group trading director at Bestway Wholesale, said: “This event represents a defining moment not just for Bestway, but for the wholesale channel.
“Bringing the Coca-Cola Christmas truck to the depot is a major milestone and reflects our collaborative partnership with CCEP. Looking ahead to 2026, our commitment is unchanged: to back our retailers with the best possible tools, value and support to help them grow.”
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