Bestway Wholesale held an extraordinary celebration at its Abbey Road depot as Guinness, one of the world’s most iconic beer brands, brought the Premier League trophy on-site.
The exclusive event formed part of the wider celebrations marking Bestway’s 50th birthday, making the occasion even more memorable for retailers and colleagues alike.
The event marked a significant milestone in the partnership between Guinness and Bestway and gave Bestway retailers, colleagues and football fans a rare and unforgettable opportunity to see and photograph the prestigious silverware up close.
Celebrating the first year of Guinness’s four-year partnership with the Premier League, the event offered a vibrant and exciting atmosphere.
Guests enjoyed a range of activities, including a penalty shootout challenge with fantastic prizes such as Premier League match tickets, free Guinness stock (6x4x440ml), and Amazon vouchers. Every attendee also received a complimentary limited-edition Guinness football glass to mark the occasion.
The activation also served as the launchpad for Guinness’s nationwide Gift With Purchase campaign, in which the brand is giving away 85,000 exclusive limited-edition glasses with any Guinness pack purchased in convenience stores across the UK.
The campaign highlights Guinness’s ongoing investment in supporting the impulse channel and helping retailers capitalise on match-day sales opportunities.
Kenton Burchell, Group Trading Director at Bestway Wholesale, commented, “We take great pride in delivering innovative and exciting brand activations for our customers, and our collaboration with Guinness and hosting the Premier League trophy was a real highlight.
"Events like these bring energy and enjoyment to our depots and strengthen the connection between our customers and the brands they love.
"As we continue to celebrate Bestway’s 50th anniversary, we look forward to surprising and delighting our customers with more pop-ups and engaging experiences throughout the year. Do check out our website for more updates.”
The success of the event underscores Bestway’s commitment to enhancing the customer experience through strategic partnerships with leading global brands.
