Bestway Wholesale has partnered with Budweiser to roll out a series of depot activations to help independent retailers prepare for the FIFA World Cup.

The wholesaler welcomed Budweiser’s Bud Bus to its Park Royal, Manchester and Liverpool depots as part of the brewer’s nationwide FIFA World Cup Kick-Off Tour.

Bestway said the events delivered a significant uplift in Budweiser sales, with volume sales at its Park Royal depot up more than 2,095 per cent compared with the average during the activation.

Budweiser volume sales also rose 197 per cent at Bestway’s Manchester depot and 60 per cent in Liverpool.

The activations included depot-only stock deals, penalty shootout challenges, merchandise, giveaways and entertainment, with the aim of helping retailers stock up ahead of the football season.

Bestway said the activity was designed to show how supplier investment and in-depot marketing can support independent retailers during major seasonal trading periods.

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.

“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.”

Burchell added that the partnership showed how supplier collaboration and engaging depot activity could 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,” he said.

Budweiser wholesale and convenience sales director Ollie Devon said the tour had helped the brand build excitement with retailers and local businesses ahead of the World Cup.

“We were incredibly proud to be able to showcase Budweiser’s sponsorship of the FIFA World Cup in such a unique way,” he said.

“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.”

Bestway customer Baljit Singh, who owns three stores in Harrow and Wembley, said the Bud Bus event had helped him prepare for increased football-driven demand.

“The Bud Bus event really stood out and immediately caught my attention,” he said. “The set-up was different from anything I have seen at other depots and created a real sense of curiosity and excitement.

“With the FIFA World Cup ahead, I am expecting football to drive more customers into store, increase footfall and support stronger sales, so events like this really help us maximise the opportunity and improve profitability.”

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

Sign up here to get the latest grocery and food news each morning