Guinness takes Premier League trophy to Bestway Abbey Road

Guinness recently took the Premier League trophy to Bestway’s Abbey Road depot, giving retailers, Bestway employees and football fans a rare opportunity to see and photograph the prestigious silverware up close.

The exclusive event formed part of the wider celebrations marking Bestway’s 50th birthday.

Celebrating the first year of Guinness’s four-year partnership with the Premier League, the event featured a range of activities, including a penalty shootout challenge with prizes such as Premier League match tickets, free Guinness stock (6 x 4 x 440ml), and Amazon vouchers. Every attendee also received a complimentary limited-edition Guinness football glass.

The activation also served as the launchpad for Guinness’s ‘Gift With Purchase’ campaign, in which the brand is giving away 85,000 exclusive limited-edition glasses with any Guinness pack purchased in convenience stores across the UK.

Kenton Burchell, group trading director at Bestway Wholesale, commented: “We take great pride in delivering innovative and exciting brand activations for our customers, and our collaboration with Guinness and hosting the Premier League trophy was a real highlight. Events like these bring energy and enjoyment to our depots and strengthen the connection between our customers and the brands they love.

“As we continue to celebrate Bestway’s 50th anniversary, we look forward to surprising and delighting our customers with more pop-ups and engaging experiences throughout the year.”