Bestway and Budweiser partnership drives major sales uplift

Bestway Wholesale’s World Cup trade activations with Budweiser have driven major sales uplifts at three of its depots.

The Park Royal, Manchester and Liverpool branches each welcomed Budweiser’s Bud Bus as part of the brand’s nationwide FIFA World Cup Kick-Off Tour and also featured exclusive promotional deals, immersive brand experiences and practical retailer support.

As a result, Budweiser volume sales at Bestway’s Park Royal depot increased by more than 2,095% compared to the supplier’s average. Manchester also saw volume sales rise by 197%, while Liverpool achieved a 60% increase.

Kenton Burchell, group trading director at Bestway Wholesale, said: ““This was a fantastic event for our customers, bringing together exclusive deals, entertainment and interactive activity, while also helping independent retailers prepare for what promises to be a major sales opportunity during the football season.

“Our partnership with Budweiser is a great example of how collaborative investment and engaging activation can deliver measurable commercial results.”

He added: “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, said: “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.”

The activations formed part of a broader programme of support for retailers throughout the football season, helping customers drive footfall, increase basket spend and capitalise on demand across beer, soft drinks, snacks and other summer occasion categories.