The star performers in the wholesale sector during 2009 were celebrated at the FWD Gold Medal Awards before a sell-out audience at The Grand Connaught Rooms, Covent Garden.

Following a year of consistent communication and commitment to the wholesale channel, Nestlé UK has been crowned the Best Trade Advertiser at the 2009 FWD's Annual Dinner and Gold Medal Awards, held at the Grand Connaught Rooms in London.

This year saw suppliers, wholesalers and retailers all battling for sales during the recession.

The overall beer market has seen some challenging times with beer sales slumping by a further 4% in the year to September 5, according to Nielsen, although in the off-trade channel which accounts for 43% of volumes value rose by 4%. And for once ale grew faster than lager, with a 7% uplift in value, spurred on by a growing interest in premium bottled beers from regional and microbrewers.

According to Imperial Tobacco, the tobacco category continues to make a significant contribution to the wholesale channel, generating around 54% of its sales turnover each year, while IGD figures released this year demonstrate that the tobacco category is showing 2% growth year on year.

Nestlé Waters is the world's number one bottled water company with sales across 130 countries and a variety of brands on offer.

Times may be tough, but shoppers and consumers still want affordable luxuries such as confectionery for themselves and others, says Cadbury.