Bestway Wholesale has turned a World Cup-themed depot tour with Budweiser into a sharp sales driver, with the brewer’s Bud Bus helping to lift beer demand across three of its branches as retailers prepare for the tournament. At Park Royal, volume sales rose by more than 2,095% versus the average during the activation, while Manchester recorded a 197% increase and Liverpool a 60% rise, according to the companies and trade reports.

The events combined depot-only deals with penalty shoot-out challenges, giveaways, branded merchandise and entertainment, creating what Bestway described as a more engaging way to support independent retailers ahead of the football season. The wholesaler said the activity was intended to show how supplier funding and in-depot marketing can translate into measurable commercial gains during major trading moments.

Bestway’s broader World Cup 2026 campaign has been running across more than 60 depots nationwide from 22 May to 16 July, with the company aiming to support more than 100,000 independent retailers through in-depot promotions, digital communications and trade media activity. According to trade summaries, the programme builds on Bestway’s EURO 2024 campaign, which delivered an average 44% sales uplift for participating brands.

Kenton Burchell, Bestway Wholesale’s group trading director, said the partnership gave customers exclusive offers and a more memorable shopping experience, while Budweiser wholesale and convenience sales director Ollie Devon said the tour helped build excitement around the brewer’s FIFA World Cup sponsorship. Retailers have been encouraged to use the tournament to drive footfall and basket spend across beer, soft drinks, snacks and other summer occasion categories, with Bestway positioning the activations as part of a wider push to help independents capture the seasonal opportunity.

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