Why genuine collaboration is critical to activation success
In-venue activations
When done well, it’s a rare quadruple win: brands strengthen their reputation, guests enjoy a better visit, venues gain energy and value, and bartenders get the kind of collaboration they want from suppliers. Done badly, the same activation disrupts service, spoils the guest experience and leaves operators with a lasting negative impression of the brand behind it.
New research from NIQ shows how fine that line is, and who is best placed to judge which side a brand is on. The exclusive Global Bartender Report 2026, based on the BarSights survey of more than 1,700 hospitality professionals, reveals what bartenders around the world really want from activations. It also shows how often that differs from what they currently get.
The appetite is clear: 79% of bartenders say high-quality in-outlet activations are an important part of their suppliers’ offering. So is the risk: 80% believe activations can be disruptive if they aren’t planned properly, and 72% say they can feel more like a box-ticking exercise than a genuine collaboration. Bartenders are the ones who live with the consequences on the bar floor, so their perspective is the best guide brands have to getting activations on the right side of that equation.
Why the stakes are so high
Bartenders are convinced of the upside. Similar numbers to those who rate activations as important (79%), agree they make a meaningful difference on three fronts: brand reputation, guest experiences and venues’ teams.
But those benefits only arrive when activations are executed well. Many teams have experience of poorly run ones, and one told the BarSights survey: “Big brands are sometimes too focused on their own agenda, which are often not aligned with an outlet’s interests.” For suppliers, the risk goes beyond a wasted budget. If an activation damages a brand’s reputation among operators, it can clearly do more harm than good.
How to get it right
The Global Bartender Report sends a firm message from teams that activations must be genuine collaborations. Rather than a ‘lift and shift’ approach, brands need to understand the specific needs of venues and tailor activities accordingly. As one survey respondent put it: “We’re a specific place—don’t come at me with canned plans that don’t consider the specifics of the venue.” Instead, brands should research specifics like a venue’s theme, service flow and operational realities, and work with venues rather than impose things on them.
Above all, activations should be a good fit for the guests of a venue. Enhancing customers’ visits is the top reason why bartenders collaborate on activations, so it’s essential that they fit the ambiance and values of a bar and improve rather than interrupt customers’ experiences.
What types of activations work best? Bartenders say sampling or tasting sessions have the biggest impacts on guests, ahead of pop-up experiences, immersive installations and launch events for new products. There’s a long list of other activities that can land well, like themed promotions, bar takeovers and guest bartender shifts.
Learn more
The Global Bartender Report 2026 delivers many more insights to help suppliers optimise activations. With the average bartender in a premium or luxury venue actively influencing 10,976 drinks decisions every year, the research helps brands ensure all that activations and other collaborators earn powerful advocacy. The report also has extensive analysis of bartender demographics and the latest trends and issues across the sector. Country-level reports are available to unlock intelligence in specific territories.
“These findings on activations should act as a wake-up call to some suppliers. Done right, activations integrate seamlessly into a venue and benefit guests, bar teams and brand owners alike. But done badly, they can cause serious reputational harm by frustrating guests and turning bartenders off a brand. All collaborations need to be motivated by mutual value rather than simply brand exposure, and they must be squarely driven by the needs of teams and guests. The Global Bartender Report has the actionable insights that brands need to achieve not just short-term sales boosts but genuine partnerships that generate trust, advocacy and commercial benefits for years to come.”
Graeme Loudon – Global On-Premise Insights Lead – NielsenIQ
Earn bartender brand advocacy
The Global Bartender Report 2026 features many more takeaways to help suppliers deepen their connections with bar teams and get a head start on competitors. It also helps brand owners understand bartender demographics and the latest trends, with support for creating experiences and activations, growing partnerships and optimising ambassador programmes. Country-level reports are also available to unlock insights into specific territories and adapt strategies accordingly.
Download more information about the Global Bartender Report 2026.
