Bestway and Budweiser tie-up drives huge sales surge
Bestway Wholesale’s partnership with the AB InBev-owned beer brand Budweiser has shown how strong supplier collaboration can benefit sales. db reports.
The deal, which involved the roll-out of a series of trade activations across Bestway’s Park Royal, Manchester and Liverpool depots, saw each location welcome the Bud Bus as part of Budweiser’s nationwide FIFA World Cup kick-off tour.
According to the businesses, the events delivered “outstanding commercial results” with the sales statistics highlighting that the wholesale firm saw “Budweiser volume sales at Bestway’s Park Royal depot increasing by more than 2,095% versus average during the event”. Additionally, the wholesaler noted that “Manchester also saw volume sales rise by 197%, while Liverpool delivered a 60% increase” and highlighted that the “impact of combining supplier investment, exclusive trade offers and engaging depot activation” was highly lucrative.
The activation had been designed to help independent retailers prepare for one of the biggest trading opportunities of the year, however the events also brought together exclusive promotional deals, immersive brand experiences and practical retailer support. Plus, what soon became apparent was the fact that the activations also reflected what the business outlined were Bestway Wholesale’s wider commitment to supplier partnerships. This commitment to the cause also showed how determined the wholesaler was to uncover ways that will drive depot footfall, boost customer engagement and help retailers maximise major seasonal and sporting occasions.
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.
Sales of ‘significantly’ ahead
Speaking about the partnership, Bestway Wholesale group trading director Kenton Burchell 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.”
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Burchell explained: “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” and insisted: “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.”
Budweiser wholesale and convenience sales director Ollie Devon 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.”
Among those attending the Park Royal event was long-standing Bestway customer Baljit Singh, owner of three stores in Harrow and Wembley, who stated that “the set-up was different from anything I have seen at other depots and created a real sense of curiosity and excitement. The offers available on the day were some of the best I have seen, and the complimentary lunch was a thoughtful touch that made the whole experience even better.
‘Hugely valuable for independent retailers’
According to Singh: “The Bestway depot team are always friendly, supportive and willing to help, which makes a real difference. Events like this are hugely valuable for independent retailers because they give us the chance to meet supplier partners such as Budweiser face-to-face, learn more about products, upcoming launches and future promotional opportunities, and prepare properly for key trading periods.”
Taking this into account, Singh told db that “with the FIFA World Cup ahead, I am expecting football to drive more customers into [our] store, increase footfall and support stronger sales, so events like this really help us maximise the opportunity and improve profitability”.
Bestway also revealed that the activations formed part of a broader programme of support for retailers throughout the football season and, as such, have been helping to increase basket spend and capitalise on demand across beer, soft drinks, snacks and other summer occasion categories.
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