Turn Drinks Brand Partnerships into Revenue Drivers for Your Venue
Drinks partnerships are often treated as an afterthought in hospitality – a simple way to reduce costs or secure some free stock. But with the right approach, they can become powerful revenue drivers for your venue. By turning these collaborations into strategic partnerships, you can unlock new income streams, attract more guests, and boost your bottom line. Let’s dive into how you can make this happen.
Why Drinks Partnerships Matter
Drinks brands are eager to get their products into venues like yours. They’re often willing to pay for prime placement, offer marketing support, or even co-fund promotions. Yet, many operators fail to leverage the full potential of these partnerships.
Here’s the reality: drink brands don’t just want to sell to you – they want to connect with your customers. By positioning your venue as a valuable partner, you can negotiate deals that work both ways, driving revenue while supporting the brands you pour.
3 Ways to Maximise Drinks Brand Partnerships
1. Create Win-Win Deals
The days of generic deals are over. Instead of settling for free stock or basic discounts, negotiate partnerships that add value to your business. Consider:
Sponsorship Deals: Ask brands to sponsor events at your venue. Whether it’s a seasonal launch party or a regular quiz night, brand sponsorships can help cover costs and attract new customers.
Menu Placements: Highlight certain brands on your menu in exchange for an annual fee or a marketing budget.
Exclusive Listings: Offer exclusivity for specific product categories (e.g., the “house gin”) at a premium.
💡 Tip: Approach negotiations with data. Show brands how many customers you serve, your social media reach, or past sales performance of similar products. Data builds credibility and strengthens your case.
2. Use Brand Budgets to Amplify Marketing
Most drinks brands have hefty marketing budgets, and they’re willing to share them if your venue is a good fit. Here’s how to use their resources to your advantage:
Co-Branded Campaigns: Run joint promotions on social media, offering branded giveaways or exclusive discounts.
In-Venue Branding: Let brands supply you with eye-catching merchandise like custom menus, glassware, or signage.
Digital Activations: Work with brands to create QR codes on menus or table displays that direct guests to competitions, loyalty programmes, or branded content.
3. Monetise Events and Promotions
Events are a golden opportunity to generate revenue from drinks partnerships. Collaborate with brands to create experiences that excite your guests while increasing your margins. For example:
Masterclasses: Invite brand ambassadors to host cocktail-making classes or tastings, charging attendees a premium.
Limited-Time Offers: Develop seasonal drinks menus featuring branded cocktails with exclusive pricing agreements.
Exclusive Experiences: Launch “meet the maker” events, where customers can engage directly with distillers, brewers, or winemakers.
Measure the Impact
To ensure your partnerships are delivering value, track their performance. Metrics like:
Increased footfall during events
Higher sales of specific products
Customer feedback on branded activations
This data doesn’t just help you evaluate success – it also strengthens your case when renegotiating future deals.
Start Building Better Partnerships
Drinks brand partnerships aren’t just about free stock or discounts. When done right, they’re a strategic tool to generate revenue, boost guest experience, and elevate your venue’s reputation.
Start transforming your drinks partnerships into revenue drivers today. By taking a more intentional approach, you’ll build relationships that benefit your bottom line and leave your competitors wondering how you did it.
Cheers to a more profitable future! 🍸
