As the countdown to the Fifa World Cup continues, JW Filshill is kicking off its own summer of football campaign with a supplier takeover featuring office World Cup sponsors and a new initiative launched on B2B order platforms via the wholesaler to reward and maximise opportunities for customers throughout the tournament.

The fifth-generation wholesaler has teamed up with Budweiser to wrap its fleet and leverage out-of-home branding and raise awareness of both the KeyStore and Budweiser brands while also creating Budweiser beer caves at KeyStore outlets including in Inverclyde, Renfrewshire, Lanarkshire and Ayrshire.

Meanwhile, at KeyStore Pittodrie in Aberdeen – located close to Aberdeen fan zone – another official World Cup sponsor, PepsiCo, has joined forces with Filshill and the owner to transform the exterior with a store signage wrap.

The B2B initiative features suppliers including Budweiser, Coca-Cola, C&C, Heineken UK, and Mars Wrigley who are giving KeyStore retailers the chance to win account credit prizes of up to £1,000 throughout the World Cup. For the suppliers, benefits include increased exposure and engagement with retailers during this key trading period while retailers have a great opportunity to stock up and maximise sales.

As Scotland limber up for their first game against Haiti in Boston on Sunday, KeyStore customers will also benefit from POS and in-store theatre from suppliers along with upweighted activity across social media platforms including TikTok and Facebook.

Craig Brown, Renfrewshire-based Filshill’s chief sales and marketing officer, said: “It’s an exciting summer of football and we’re delighted to be collaborating with our suppliers and customers to raise awareness of the KeyStore and Filshill brands as we offer these valuable opportunities for retailers.

“There are also lots of consumer promotions plus at community level there is investment support available via our KeyStore Community Fund for grassroots and youth football teams, supported by Coca-Cola, Walkers and Suntory (Lucozade).

“All of this activity reaffirms our commitment to leveraging partnerships to provide promotions, pricing and range support to drive our retailers’ store performance, tapping into our ‘five reasons to join KeyStore’ campaign: delivery, social media support, KeyStore Community Fund, proven core range, and real business support.”

Earlier this year, Filshill ranked number one among UK wholesalers and convenience symbol groups for the 16th year in succession in independent surveys by the respected global organisation, The Advantage Group.

The 2026 Wholesaler (route to market) and Wholesaler Fascia surveys asked suppliers UK-wide to rate a defined set of wholesalers and symbol groups across several business areas ranging from category and business development and ease of doing business, to supply chain management and execution of promotional and marketing plans.

Mr Brown added: “Working in partnership with our suppliers and finding innovative ways in which to collaborate with them is a key part of the way Filshill does business. Suppliers value the insight and data that we gather from our advanced supply chain technology and by sharing it we can be part of each other’s success story.

“Whether Scotland find success in the USA this summer is not guaranteed but we wish Steve Clarke and our National Team the very best of luck.”

Asian Trader

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