Independent retailers across the West Midlands were treated to sizzling savings and celebration this July, as Lioncroft Wholesale marked its fifth anniversary with a bumper week of promotions, entertainment, and community spirit.
The region’s largest independent food and drink wholesaler pulled out all the stops for its annual BBQ Week, held from 7–13 July across its Aston and Smethwick depots.
This year’s edition was bigger than ever, with more than 4,000 key lines on deep discount, live DJ sets, supplier-led activities, and ice cream vans adding to the festive atmosphere.
“Every summer, we hold our week-long BBQ event, but to celebrate our fifth birthday, we wanted to go one better so we made it even bigger and better than ever before,” said Lioncroft CEO Dr Jason Wouhra OBE.
“The Lioncroft team and I are passionate about securing and protecting the future of independent retail, and I’m absolutely delighted that so many customers came along to our depots to celebrate with us and benefitted from the amazing deals on offer.”
“While Lioncroft may be celebrating five fantastic years of trade, we actually have thousands of customers who have been part of our journey for the past 55 years.
"We are incredibly proud of our legacy as a strong family business, which has always been rooted in service and the highest standards, and we wanted to recognise and reward our customers’ longstanding loyalty.”
The event, which included live DJ sets, an ice-cream van, supplier activities, barbecue specials and more, saw discounts on more than 4,000 key lines and resulted in record levels of support and attendance from customers and suppliers alike.
“None of this would be possible without our suppliers who have demonstrated unwavering commitment and loyalty during the past five years,” he continued. “By working in partnership with them, we can offer our retailers incredible products, service and deals, which is how support them to thrive, not just survive, in what is an undoubtedly challenging environment.”
The milestone celebration reflects Lioncroft’s ongoing commitment to championing the independent retail sector through service-led wholesaling, long-term relationships, and standout seasonal activations.