In today’s drinks industry, one trend dominates the landscape: consolidation. Operators are continuing to merge, streamlining operations, often reducing the number of brands partners & suppliers.

For independent and challenger brands, this macro-economic reality makes it increasingly difficult to break through. Gaining listings is hard, competing for consumer attention is harder, and the space for discovering new brands & products narrows.

This is exactly why activations matter more than ever.

Why Activation Is VitaL

Activation isn’t a “nice to have” – it’s an unconditional component of brand building. At its core, activation answers the most important question every new brand faces: “Why?”

Why should a bartender or operator add you to their menu?
Why should a buyer or distributor take the time to meet with you, let alone believe in your story?
Why should a consumer try something unfamiliar?

Without activation, there’s often no compelling reason for engagement. It is the moment where a brand moves from being a bottle on a shelf to becoming an experience with meaning.

The Challenge of Doing It Right

The reality, however, is that activations require investment, energy, and passion. They demand creativity, attention to detail, and the courage to stand out. And in an era where “marketing ROI” is so often debated, it’s easy for activations to get lost in the “Fugazi” of metrics. Did that event, tasting, or partnership move the needle?

While activations fuel growth, their value can’t always be measured in immediate sales. Instead, their true return lies in long-term impact: trust, recognition, and relationships.

“At Cocktails in the City we create that win-win moments: brands gain credible exposure partnered up with industry leading bars, and the bar teams get a chance to showcase their talent to our engaged audience. It’s a powerful way to build relationships, recognition, and new opportunities. We proudly work with a wide range of challenger brands, all of which bring their own unique energy & personal touch to the festival.”

Andrew Scutts, Cocktails In The City

Activating with the Right Partners

Activation is not just about showing up – it’s about showing up in the right places, with the right partners.

At NXUS, we aim for meaningful partnerships, not purely sponsorship. Sponsorships often stop at a logo on a flyer; while partnerships create layered experiences that resonate with consumers and trade alike.

When you collaborate with the right bar, festival, or creative partner, you amplify your story and reach the right audience authentically. And when a bartender, venue, or community host lends their platform to your brand, it signals credibility - not just visibility.

That’s why working with trusted partners isn’t just strategy, it’s the foundation for building long-term momentum.

Salcombe Live Distillation Event, Holborn Dining Room.

“For a brand like Salcombe Gin, activations are absolutely vital, they’re where our story truly comes to life. Getting liquid on lips and creating opportunities for both trade and consumers to experience the spirit firsthand builds a far deeper connection than any marketing message ever could. The theatre of our live distillations, where we craft one-off, unique bottlings, allows people to witness our expertise and creativity up close. When people can taste, smell, and engage with what we do, they don’t just discover our products, they understand our purpose, our craftsmanship, and the passion that goes into every drop that makes Salcombe so memorable and unique.”

Angus Lugsdin, Co-Founder, Salcombe Distilling Co.

STILL GIN x CUTS at Soho Spirit Festival

Giving Challenger Brands a Fighting Chance

Our belief - and guiding ethos - is simple: to build brands and relationships, you must add value. They are fundamental to our business. Giving us the opportunity to connect, educate, and inspire.

Unique, engaging activations give independent brands the platform they desperately need. In a consolidated industry, they create the sparks of discovery that leads to momentum. Without them, the odds - already imbalanced - grow even steeper.

The brands that dare to activate, innovate, and show up with purpose are the ones that carve out their space, no matter how crowded the backbar becomes.

NXUS in Action

Over the past few months, we’ve proudly brought this philosophy to life through a range of activations.

At Cocktails in the City, we partnered across our portfolio to connect with bar partners, showcasing both brands and bespoke signature serves.

With Soho Spirits Festival, we created experiences across diverse venues – from barbershops to restaurants – with masterclasses, complimentary haircuts, and unique cocktails.

‘‘Working with was NXUS had a real impact on our first year with Soho Spirit Festival. Sharing our commitment to brand activations; without this kind of commitment from brands, the very spirit of our industry is at risk. Together we’re proving it’s not just about volume on supermarket shelfs, but meaningful, lasting experiences that celebrate community, craft and the soul of Soho.“

Tony McGeever, Soho Spirits Festival

And with Salcombe Gin, we are delivering a series of live distillations with the team at Holborn Dining Room, Rosewood Hotel.

Each of these activations embodies our belief that independent brands deserve not just visibility, but meaningful opportunities to thrive.

From barrel-top tastings to barbershops, masterclasses or founder led distillations - we will continue to push activations forward – making sure independent voices get their share of noise in the trade.

The Importance of Activations: Bringing Life to Independent & Challenger Brands