Bestway Wholesale joined Coca-Cola for a consumer event in London on Wednesday (10 December), where the wholesale channel hosted a record-breaking activation.

The event was a partnership between the wholesale channel and Coca-Cola Europacific Partners (CCEP), that included the Coca-Cola Christmas truck which was rolled onto Bestway’s Park Royal Depot.

Ruth Fawcett, head of wholesale for Coca-Cola Europacific Partners GB (CCEP) said: “We’re delighted to partner with Bestway on this landmark 50th anniversary year, and 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.

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

The event increased Coca-Cola’s sales by 198% and grew the depot footfall by 45%, according to the company.

As part of the activation, Bestway included a dedicated activation zone, competitions and giveaways, as well as live and festive entertainment.

Additionally, Bestway held workshops to give advice to retailers on how to improve growth and overall category performance.

Kenton Burchell, group trading director at Bestway Wholesale, said: “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.”