Bestway Wholesale claims a channel first with Coca-Cola customer event

Bestway Wholesale recently held its largest and most ambitious customer event to date at its Park Royal depot.

In a first for the UK wholesale channel, the iconic Coca-Cola Christmas Truck rolled into Bestway’s Park Royal depot, and the event combined one-day-only deals with a CCEP takeover of the depot.

Retailers benefited from exclusive promotions, complemented by a vibrant programme of engagement including:

• A dedicated activation zone for retailers and their families

• Competitions, giveaways, sampling and experiential brand spaces

• Live demonstrations and festive entertainment

• A hot food truck and family-friendly activities

• High-impact stunt activations across promotional displays

The event generated record-breaking activation, sales uplifts, and a standout festive experience. Depot footfall was up by 45%, customers buying CCEP products increased by 198%, there was ‘exceptional participation’ in promotional mechanics, and retailers gave overwhelmingly positive feedback on the activation experience and soft drink retailer workshops.

The retailer workshops were designed to equip retailers with the insight and tools they need to drive stronger trading performance in 2026 and beyond. Sessions covered category performance trends and the growth levers shaping the year ahead; merchandising excellence, supported by fresh shopper behaviour insights; a look at upcoming NPD pipelines and innovation opportunities; and a forward-thinking view of ‘What Great Retailing Looks Like’ in 2026 and beyond.

Kenton Burchell, group trading director at Bestway Wholesale, said: “This event represents a defining moment not just for Bestway, but for the wholesale channel. We wanted to create something that delivered real commercial value for retailers with one=day deals, exclusive activations and clear, actionable insight ahead of peak trading.

“Bringing the Coca-Cola Christmas Truck to the depot for the first time 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.”

Ruth Fawcett, head of wholesale for Coca-Cola Europacific Partners GB (CCEP), added: “We’re delighted to partner with Bestway on this landmark 50^th anniversary year. Bringing the much-loved Coca-Cola Christmas Truck into a wholesale depot for the very first time created a moment of magic that we were proud to share with retailers and their families.

“This partnership demonstrates the power of collaboration and the impact that innovative experiences can have across the channel.”

According to Bestway, this record-breaking Customer Day marks a step-change for the wholesale channel, combining scale, value, theatre and education in a way that has never been achieved before. It is said to signal a new era of experience-led wholesale, driven by Bestway’s commitment to leadership, innovation and retailer success.