TWC Managing Director, Tanya Pepin, sat down with Wholesale News to share how wholesalers can capitalise on sporting events this summer.
“Wholesalers can score big wins this summer if they engage with the packed calendar of sports”
This year promises a summer packed full of sporting action including the hugely anticipated FIFA World Cup in June and July. In addition, Glasgow is hosting the Commonwealth Games, swiftly followed by the European Athletic Championships in Birmingham. Ideally, we get some great summer weather alongside the sport to really push consumer demand but, as we know, this is the UK, so let’s not rely on sunshine but, instead, let’s get a plan in place now to really maximise this undoubtedly huge opportunity for wholesale and its customers. In 2024, the Euros saw pubs achieve +20% on like-for-like sales for the England opening game – a result indeed. Last year, there was significantly less sport, which means that the channel can see genuine volume uplift versus 2025 if it builds in the right trade marketing and channel strategy around these key sporting occasions. TWC research has shown that even when household finances are under pressure, consumers are still finding money to eat out and with entertaining at home the more cost-effective option, there is no reason why convenience won’t benefit from impromptu or planned gatherings as family and friends come together to enjoy the sporting spectacles. What is interesting is that TWC sales data via SmartView Convenience showed that wholesaler-supplied convenience stores did not grow their beer and lager sales during the 2024 Euros, so let’s think about how to reverse that in 2026. Hospitality continues to see value and transaction growth, according to TWC’s Channel Track data, based on card spend from 10.2 million consumers, albeit, the growth is not huge and we know consumers are managing how much they spend per visit so that they can continue to eat out as regularly. We also continue to see sales growth in impulse categories in SmartView Convenience, our market read of sales through wholesaler-supplied convenience retail, as well as strong growth from sub-categories, well-placed for this route to market – ARTDs, protein, frozen. So, with the summer sporting highlights ahead of us, here are six winning ideas to score sales results.
1. PRICE POINTS: FIND THE ‘SWEET SPOT’
Wholesalers and retailers have a habit of promoting products that sell well anyway – such as large beer, sharing bags of snacks and barbecue essentials. Instead, use price sensitivity – identify the point at which volumes go up and down based on different wholesale or retail price points as this highlights the optimum price, which is often higher than expected.
2. PROLONG SHELF LIFE: EXTEND THE SELLING WINDOW
In the retail multiples, we are used to Christmas adverts coming out during Halloween and the Easter bunny popping its head up before the new year. The same will already be happening with big sport this summer because there can be windows of high demand around the ‘shoulders’ of the activity; this is when products should be featured strongly.
3. BE CLEVER WITH PROMOTIONS: MULTIBUY MECHANICS
For wholesalers, it’s important to consider what type of promotion really generates stock loading by customers instead of encouraging them to pick up a single case. After all, if they stock up in one go from one wholesaler, it’s unlikely that they will be buying elsewhere. The same applies to consumers; use larger packs at keen prices to secure their purchase. For hospitality, theming makes sense – build activities around sporting occasions and offer promotions to drive upsell.
4. HIT LIST: USE DATA TO IDENTIFY NEW BUSINESS
Believe it or not, there are many customers within every wholesaler who are not buying key lines or seasonal products that could be driving consumer traffic for them. Data can be used to identify these customers so wholesalers can incentivise them to stock up. Whether it’s because they are buying it elsewhere or simply don’t know they should have it in the first place, it’s also a great way to personalise their shop while helping you to drive more sales.
5. REMOVE THE GUESSWORK
People appreciate that certain products have increased sales during key events or during warmer weather but few have developed a model for understanding the actual sales uplift. Outlets tend to hold off stocking product until the warm weather is actually here, but this can often be too late. If it can be demonstrated that beer sales will increase by X% during the summer of sport, then it becomes a very easy sell.
6. THEATRE
Whether it is in depot, on a PLOF, online or in an outlet – make a fuss! All shoppers love a bit of theatre (trade and consumer, retail and hospitality); it draws the eye, connects emotionally and, done well, creates conversation, trial and ongoing demand. Wholesale execution done well can inspire retailers and caterers to follow suit.
