As Bestway Wholesale marks the close of its golden anniversary year, the business is proving that its 50th birthday is as much about looking forward as it is about celebrating the past. Over the course of 2025, Bestway has delivered a dynamic calendar of high-impact campaigns, exclusive product launches, and insight-driven activations that underline why it remains the number one partner for independent retailers.
At a time when independents continue to face intense competition from multiples and discounters, Bestway’s purpose has never been clearer – to champion its retailers and give them the tools, value and innovation they need to thrive.
The success of the Golden Weeks and Golden Days activations brought fresh energy to depots nationwide, transforming everyday visits into engaging retail experiences and creating a steady rhythm of excitement and value throughout the year. These activations, which will continue until the end of the year have become a standout example of how Bestway connects with suppliers and retailers in ways that drive real growth.
Retailers have benefitted from sharp, tailored pricing; PMP-led formats; and immersive depot theatre that not only elevated engagement but spotlighted the latest product launches and consumer campaigns. Partnerships with leading category suppliers ensured standout deals across both everyday essentials and high-margin categories.
As 2025 draws to a close, Bestway’s message to its retailers is clear: the celebrations may be ending, but the momentum is only just beginning.
50 Days of Deals: a festive finale to Bestway’s 50th Year
Bestway is ending its 50th anniversary year with a festive surprise for retailers – the Advent Calendar: 50 Days of Deals. Launched on 29th October and running until Christmas, the campaign features exclusive daily offers from leading brands including Red Bull, Coca-Cola, Carlsberg, Britvic, Lucozade, Heineken, Budweiser, Danone, JTI, Imperial Tobacco, BAT, Mars Confectionery, Mondelez, FrieslandCampina, AG Barr and KP Snacks.
Each day brings fresh opportunities to save and boost festive sales. Don’t miss out – log into bestwaywholesale.co.uk and visit the depots to discover and unlock unbeatable deals, and celebrate Bestway’s golden year in true retail style.
The ’Elves Workshop’ Christmas campaign began in depots on 7th November.
Diageo trials first-ever Johnnie Walker Black Label PMP with Bestway
Diageo is set to launch its first-ever Price Marked Pack (PMP) for Johnnie Walker Black Label, as the brand trials a new 70cl £27.99 PMP exclusively with Bestway from 26 November 2025. The move responds to the exceptional growth of Premium+ PMPs in the Impulse channel, which have delivered +59% RSV over the last two years*.
As one of the world’s most iconic blended whiskies, renowned for its rich, smooth and expertly crafted flavour, Johnnie Walker Black Label is uniquely positioned to meet rising shopper demand for “affordable luxuries”: trusted premium brands offered at accessible price points.
Running for an initial three-month period, the trial is designed to help retailers attract new shoppers, enhance on-shelf standout and build shopper confidence through clear value cues. Diageo expects the PMP format to drive incremental sales by tapping into premiumisation trends and encouraging trade-up within the spirits category.
Exclusive to Bestway, the launch gives convenience retailers a differentiated proposition at a time when premium spirits continue to gain traction in Impulse. This launch sets a new benchmark for how Premium+ PMPs can drive category growth in convenience over the months ahead.
*Nielsen Scantrack, Impulse, L52W to 09.08.25
Fanta’s frightfully fun Halloween takes over Bestway
Fanta scared up a dose of delicious Halloween fun in 2025, partnering with Universal Pictures and Blumhouse to feature horror icons on collectible packs – including Chucky on new Fanta Chucky Punch, The Grabber (The Black Phone) on Strawberry, Freddy Fazbear (Five Nights at Freddy’s) on Orange, and M3GAN on Grape.
Bestway depots hosted immersive Halloween activations where retailers shopping Fanta could win exclusive merchandise through a spooky vending-machine challenge, plus prizes via an online spin-and-win game driving engagement, excitement and standout sales across the season.
Bestway and McVitie’s mark milestone moments with exciting depot activation
Bestway teamed up with McVitie’s this October to deliver a standout in-depot activation across 20 Bestway sites, celebrating two major milestones – 100 years of McVitie’s Chocolate Digestives and Bestway’s 50th anniversary.
Retailers took the opportunity to stock up on the newest addition to the biscuit aisle, McVitie’s Digestives Limited Edition Raspberry & Cream, already proving a strong seller.
Adding to the excitement, retailers could win prizes of up to £500 through spin-and-win depot activations, creating buzz, engagement, and a reason to visit. The partnership perfectly captured the spirit of celebration, bringing together two iconic brands with a shared passion for innovation, heritage, and value for independent retailers.
Red Bull’s Winter Edition flies high after Golden Week success
Red Bull’s new Winter Edition – Fuji Apple & Ginger – has taken off with exceptional results, selling over 12,000 cases in just three weeks and reaching almost 6% of Red Bull’s total portfolio share during Golden Week.
Blending crisp Fuji apple with warming ginger, the flavour delivers a refreshing winter twist while driving excitement in the energy drinks category.
Available now through Bestway as part of its 50th Anniversary retailer campaign, the launch includes special promotions and £1 PMP 250ml cans (available for a limited time). Retailers are urged to stock up and capitalise on the strong consumer demand for flavour innovation and limited-edition energy drinks this winter.
Mars Wrigley and Bestway make Halloween a winner
Mars Wrigley brought Halloween fun to Bestway depots with a Disneyland-themed activation featuring favourites Skittles, M&M’s and Maltesers. Retailers who stocked up on Mars lines were entered to win a trip to Disneyland Paris or share of a £10,000 prize fund.
With vibrant displays, depot theatre and strong incentives, the activation gave retailers a reason to stock up early and boost seasonal sales – proving once again how Bestway and Mars Wrigley combine fun, value and results.
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