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Beer sampling, from the grocery aisle to game day

Brand ambassadors for beer demos in stores and sponsorship nights in bars, for a single weekend or a whole season.

Every number below comes from a report written by the ambassador who worked the shift, as of August 18, 2026. We keep brand names off our results.

Grocery demos for a beer brand

Beer and canned cocktail demos in grocery stores, May 2025 to August 2026.

The job was weekend demos in the beer aisle. We ran 259 demos at 144 locations in 33 cities, nearly all of them grocery stores.

144
locations in 33 cities
16.5
units sold per 100 samples
1,510
units sold during the shift
13,230
shoppers we talked to

From 259 shift reports. Units sold come from the 250 that logged units, units per 100 samples from the 70 that logged samples and units (the rest were demos without samples), and shoppers from the 253 that logged them.

Game days for a beer brand’s football sponsorship

Sports bars and restaurants in one state, September 2025 to January 2026.

The job was to put the brand in fans’ hands on game day. We worked 57 bars and restaurants in 21 cities on 19 game days, and poured 7,987 samples.

57
bars and restaurants in 21 cities
19
game days in one season
7,987
samples poured
11,831
fans we talked to

From 158 shift reports, with matching teammate reports counted once. No units were logged on this program, so we make no sales claim for it.

What a shift includes

  • Product training on the brand and the pour
  • Dry demos where the store does not allow samples, with coupons or swag
  • Game day kit, giveaways and setup
  • A report per shift: people reached, samples, units, shelf price, photos
  • The same people in the same bars all season
Plan your programSee the numbers on our work page
A Colab brand ambassador working a busy sports bar with a tray of beer samples.
Two Colab brand ambassadors in team polos with a bucket of beer at a bar on game day.

Common questions

Can you sample beer in grocery stores?
In many states, yes, with the store’s OK. Where the store does not allow it we run a dry demo: the ambassador talks, hands out coupons or swag, and still counts what sold.
What is a game day shift?
Two to four hours in a sports bar during the game: samples where allowed, giveaways, photos with fans and a quick word about the brand. We staff whole seasons in the same bars, so the staff and the regulars know our people.
How many bars can you cover on one game day?
On one season we covered 57 bars and restaurants in 21 cities over 19 game days. Tell us the market and the schedule and we size the team.
Do you work with wholesalers?
Yes. Many of our beer programs are booked by the wholesaler for the brand, and we report to both.
What does a demo sell?
On the grocery demos that logged both samples and sales, 16.5 units sold per 100 samples. Dry demos sell less, and the reports show you the difference.
Are you insured?
Yes. We carry $5 million in general liability coverage and our own liquor liability policy. We send a certificate of insurance for your program on request.

More kinds of programs

Tell us the market and the dates.

Plan your program