Bestway Wholesale delivered its largest and most ambitious customer event to date at the Park Royal depot on Wednesday 10th December, generating record-breaking activation, sales-uplifts, a standout festive experience, and more than doubling footfall on the day.
In a historic first for the UK wholesale channel, the iconic Coca-Cola Christmas Truck rolled into Bestway’s Park Royal depot, drawing exceptional footfall and setting new records for attendance, engagement and sales. The event marked a defining milestone for Bestway’s partnership with Coca-Cola Europacific Partners (CCEP) in Bestway’s 50th anniversary year and reinforced the partnerships reputation for driving innovative, customer-centric and forward-thinking initiatives.
Record-breaking customer turnout and sales uplift, the event delivered:
- Depot Footfall +45%
- Customers buying CCEP +198%
- Exceptional participation in promotional mechanics
- Strong retailer sentiment, with overwhelmingly positive feedback on the activation experience and soft drink retailer workshops
Channel-breaking value and industry-first experiential activation
The event combined, one-day-only deals with a CCEP takeover across the depot, showcasing Bestway’s ability to pair commercial impact with high-energy retail theatre. Retailers benefited from exclusive promotions, complemented by a vibrant programme of engagement including:
- A dedicated activation zone for retailers and their families
- Competitions, giveaways, sampling and experiential brand spaces
- Live demonstrations and festive entertainment
- A hot food truck and family-friendly activities
- High-impact stunt activations across promotional displays
The approach underscores Bestway’s drive to redefine wholesale trading, delivering a differentiated, customer-first experience ahead of the peak trading period.
The day included retailer workshops designed to equip retailers with the insight and tools they need to drive stronger trading performance in 2026 and beyond. Sessions covered:
- Category performance trends and the growth levers shaping the year ahead
- Merchandising excellence, supported by fresh shopper behaviour insights
- A first look at upcoming NPD pipelines and innovation opportunities
- A forward-thinking view of “What Great Retailing Looks Like” in 2026 and beyond
Each workshop was built to deliver practical, actionable takeaways helping retailers sharpen their competitiveness, optimise their in-store execution, and unlock new growth as they head into the new year.
Kenton Burchell, Group Trading Director at Bestway Wholesale, said:
“This event represents a defining moment not just for Bestway, but for the wholesale channel. We wanted to create something that delivered real commercial value for retailers with one day deals, exclusive activations and clear, actionable insight ahead of peak trading.”
“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.”
Ruth Fawcett, Head of Wholesale for Coca-Cola Europacific Partners GB (CCEP) added:
“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.
“This partnership demonstrates the power of collaboration and the impact that innovative experiences can have across the channel.”
A new era for wholesale engagement
Bestway’s record-breaking Customer Day marks a step-change for the wholesale channel, combining scale, value, theatre and education in a way that has never been achieved before. It signals a new era of experience-led wholesale, driven by Bestway’s commitment to leadership, innovation and retailer success.
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