Bestway: The future is golden!
ADVERTORIAL
Bestway at 50 — powering the future of independent retail; 50 years strong and setting the pace
As Bestway Wholesale celebrates its golden anniversary, the business is proving that it’s not just looking back at five decades of success but firmly focused on the future.
Across summer 2025, Bestway delivered a series of high-impact campaigns, exclusive product launches and insight-led activations that demonstrate why it remains the number one partner for independent retailers.
At a time when independents face intense pressure from multiples and discounters, Bestway’s role is clear: to give retailers the tools, value and innovation they need to win.
Bestway’s Golden Weeks and Golden Days activations transformed depot visits into engagement opportunities, creating a rhythm of excitement and value and these are set to run right through to the end of the year.
Retailers benefited from sharp tailored pricing, PMP-led formats and immersive depot theatre designed to bring more engagement into the depots and raise awareness of brands’ launches and consumer activations. Collaborations with leading suppliers, from Heineken (Cruzcampo and Strongbow), CCEP, BBG, JTI, Imperial Tobacco, AG Barr, Red Bull and Asahi (Cornish Orchards and Peroni) to Pladis (McVitie’s) and Mars Confectionery, ensured standout deals across everyday essentials and high-margin categories.
CHEERS TO 50 YEARS
Nothing says celebration like a toast, and Bestway brought the party to its depots with drinks activations that made summer 2025 unforgettable.
Depot visitors got a taste of Spain with Cruzcampo, the country’s number one draught beer, which brought sunshine vibes and theatre into depot, tapping into rising consumer demand for premium world beers. Alongside it, Strongbow cider made a splash with its crowd-pleasing range, from the crisp Original to fruity favourites Strawberry, Tropical and Dark Fruit.
These activations didn’t just spotlight customer favourites; they also underlined Bestway’s commitment to helping retailers drive sales during key seasonal moments. With impactful promotions, tastings and in-depot experiences, it was a celebration that delivered for suppliers and customers alike.
The results spoke for themselves, with the first Golden Week of Heineken driving a 61% uplift in promotional SKU sales, 69% uplift in promotional SKU volumes, 11% uplift in total sales and a 6% uplift in total average volume compared to the weekly average year-to-date.
DOUBLE THE CELEBRATION
Bestway teamed up with McVitie’s in October, launching an exciting in-depot activation across 20 of Bestway’s sites.
The campaign celebrated two major milestones: 100 years of the iconic McVitie’s Chocolate Digestive and Bestway’s 50th anniversary.
Retailers could stock up on the newest innovation to the category – Limited Edition McVitie’s Digestives Pink Raspberry & Cream flavour – which is already proving a strong seller.
As part of the activation, retailers had the chance to win prizes of up to £500, making it a must-visit event in depots nationwide. Customers in Bestway wholesale depots looked out for spin-and-win activations and enjoyed the chance to grab a prize.
RED BULL WINTER EDITION
Red Bull has unveiled its latest Winter Edition – Fuji Apple & Ginger – combining the crisp sweetness of Fuji apple with the warming spice of ginger. In just three weeks, Golden Week delivered outstanding results: more than 12,000 cases sold and the new launch soaring to almost 6% of Red Bull’s total portfolio share during the activation week. Available now nationwide, the new flavour adds to Red Bull’s expanding range of Editions, giving consumers more flavours to enjoy the brand during the winter months while helping retailers capture incremental sales. With shoppers, particularly younger audiences, actively seeking variety, the Winter Edition delivers on demand for excitement and innovation in the energy drinks category.
Supported through Bestway as part of its 50th anniversary retailer campaign, stores can benefit from a special launch promotion. The new Edition is available in 250ml cans and £1 price-marked packs (PMPs) giving retailers a great way to offer shoppers an attractive price point and drive impulse purchases.
Retailers are encouraged to stock up now and make the most of this limited-time flavour, available through Bestway depots nationwide. The PMP price is only available during the launch time.
BIRTHDAY BUBBLES
Bestway raised a glass to its 50th anniversary with an exciting in-depot activation in partnership with Aston Manor Cider.
The celebration showcased some of the UK’s best-loved ciders – Crumpton Oaks Apple, Crumpton Oaks Strawberry & Berry, Knights Cider and Frosty Jack’s – bringing flavour, choice and value straight to retailers.
Timed alongside Bestway’s Golden Week promotions, the event underlined the growing importance of the craft beer and cider category, which continues to gain shelf space across the convenience sector. With changing shopper tastes and a thirst for innovation, Bestway ensures its retailers can tap into the trend, offering an unbeatable range, market insight and competitive deals to drive sales.
Kenton Burchell, Group Trading Director at Bestway Wholesale, said: “Our 50th anniversary celebrations are all about championing our suppliers and helping retailers grow. Partnering with Aston Manor highlights how we’re bringing exciting, high-margin categories like craft cider to life in depot and in store.”
HALLOWEEN FUN
Mars Wrigley turned up the excitement this autumn with a Disneyland-themed activation across Bestway depots, featuring shopper favourites Skittles, M&M’s and Maltesers.
Retailers who stocked up on Mars’ iconic confectionery lines had the chance to win a spooky adventure trip to Disneyland Paris or one of many cash prizes from a £10,000 prize fund. With themed displays and impactful point-of-sale in depot, the activation made it easy for retailers to prepare for the Halloween rush and capture incremental sales.
Kevin Thurlow, Customer Activation Manager – Wholesale, SPAR & Petrol UK Market, said: “Halloween is a huge sales driver, and our much-loved brands are at the heart of the occasion. By linking them with a fantastic competition, we gave retailers both a reason to stock up and the chance to win big. No one missed a treat – by stocking up on treats!”
Retailers headed to their local Bestway depot to take advantage of the activation and get shelves ready for one of the year’s most profitable seasonal events.
As Bestway marked 50 years of supporting independent retailers, the summer of 2025 proved to be one to remember, with standout brands, unbeatable deals and true party spirit.
BETTER CHOICES FOR HEALTHIER PROFITS
Bestway Wholesale is once again setting the benchmark for the sector, leading the charge on healthier retail through its pioneering role in the Good Food Retail movement. As the first wholesaler to embrace this national initiative and help shape it from the onset, Bestway has established itself as the channel leader, proving that convenience stores can deliver healthier, affordable and culturally relevant choices that drive profitability.
As wholesalers and retailers increasingly seek ways to align with health agendas and shifting consumer demand, Bestway’s Healthier 100 Lines Framework is setting a strong benchmark within the industry and helping to shape future expectations.
Healthier 100 Lines Framework
At the heart of the initiative is the Healthier 100 Lines Framework – a practical tool providing healthier products that meet the Nutrient Profiling Model (NPM) to assign a healthy score in accordance with HFSS legalisation, which is crucial for retailers to ensure compliance, maintain shelf visibility and protect sales as these regulations come into force.
Bestway has identified 100 branded and own-label products in wholesale and 200 lines in retail (Costcutter and best-one) that match the 100 Healthier Lines Framework.
These healthy products are available across all growing categories: > Soft drinks (Diet Coke, Coca-Cola Zero, Fruit Shoot, Evian, fruit juices, etc)
> Crisps (Walkers Baked crisps, Ringos, Popchips, etc)
> Snacks and nuts (Ryvita crackerbread, KIND, etc)
> Grocery (tinned tomatoes, tuna, Weetabix, sweetcorn, etc)
> Fruit and vegetables (grapes, potatoes, bananas, cucumber, etc)
> Bread and cakes (wholemeal pitta bread, flatbreads, rye and wheat bread, etc)
These fast-selling, healthier lines are widely available at Bestway depots in Park Royal, Croydon, Southall, Lewisham, Enfield, Barking and Hackney. They have been price-matched against major supermarkets and promoted more frequently with deeper discounts.
Backed by supplier partners, Bestway has hosted a series of one-day trade shows across the seven London depots, featuring deep-cut promotions on a wide selection from the Healthier 100 lines range. These incentives were designed to encourage even more retailers to offer more healthier food options to their customers with less sugar, fat, salt content and more fibre, while helping those already engaged to benefit from attractive margins.
Kenton Burchell, Group Trading Director at Bestway Wholesale, says: “Together we are proving that healthier products can drive sales through smarter placement and promotion. No other wholesaler had the scale and relationships to deliver this at pace, and that was why Bestway led the charge. For us, this work was central to our ESG commitments. By supporting public health while helping independent retailers grow sustainably, we are making a real difference to families who needed affordable, nutritious food most.”
For retailers who want to get involved, grow sales and support healthier choices in their community, please visit bestwaywholesale.co.uk/good-food
OUR FESTIVE FINALE
Bestway is ending its 50th anniversary year with a festive surprise for retailers – the Advent Calendar: 50 Days of Deals. Launched on 29 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, Mondelēz, FrieslandCampina, AG Barr and KP Snacks.
Each day brings fresh opportunities to save and boost festive sales. Don’t miss out – log on to 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 begins in depots on 7 November.
FIND OUT MORE
Telephone: 020 8453 1234
For more information, visit bestwaywholesale.co.uk
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