When its popularity began to skyrocket, the German American Chamber of Commerce (GACC) needed a beverage partner who could grow with the event — without losing the magic that made it special.

Peak Beverage stepped in to create an elevated, guest-focused beverage program, resulting in record-setting sales, higher guest satisfaction, and a foundation for even greater expansion in Colorado.

The Challenge

As Christkindlmarket’s popularity surged, it became increasingly difficult for their small nonprofit team to keep up with beverage operations. Long lines, limited infrastructure, and the need for new equipment strained the event’s ability to serve guests efficiently.

More importantly, Christkindlmarket was committed to preserving its unique, authentic feel — meaning that any new partner had to understand and enhance the experience, not overhaul it.

Samantha Seems, Executive Director of the GACC, explained “We really wanted a partner who could help us scale, shorten lines, make everything run smoother — but still prioritize authenticity. Peak understood that from the start.”

The solution: Elevated offerings and expert operations

• Innovative Menu Design: Drawing from traditional German spirits and seasonal flavors, Peak created a beverage menu that honored tradition while introducing creative twists. Offerings like the Holiday Spritz — a festive nod to the classic Aperol Spritz — became unexpected best-sellers alongside traditional Glühwein and hot chocolate. 
• Guest Experience First: Thoughtful menu placement, optimized batching, and clear signage helped streamline the guest journey. Bartenders received special training on pairing drinks, leading guests to “spike” classics like hot chocolate or mulled wine — boosting sales while keeping service quick and fun. 
• Operational Excellence: Peak provided scalable infrastructure, from additional point-of-sale systems to increased staffing. This flexibility allowed Christkindlmarket to respond to record crowds without missing a beat. 
• Embracing the Spirit: Peak’s team didn’t just show up — they leaned into the event’s culture. Bartenders embraced costumes like dirndls and lederhosen, creating a festive, welcoming environment that aligned perfectly with Christkindlmarket’s traditions.

The Results

• Significant Sales Growth: Christkindlmarket saw beverage revenue increase by more than 50% in the first year of partnership, with an additional 30% growth the following year.

• Higher Guest Spending: Per capita guest spending rose steadily year over year, helping the event achieve record profitability and a smoother, more satisfying guest experience.

• Sustainability Wins: Peak worked seamlessly with Christkindlmarket’s sustainability initiatives, utilizing reusable mugs, eliminating plastic bottles, and aligning with the event’s green certification goals.

Seems praised the collaboration:

“Having a partner with the infrastructure, creativity, and flexibility of Peak Beverage made it possible for us to grow — while staying true to who we are.”

Scaling the future

Thanks to the success of the partnership, Christkindlmarket is expanding to a second location in Colorado Springs — and Peak Beverage is right there alongside them.

The Colorado Springs event will build on everything learned from Denver: streamlined operations, creative beverage offerings, and a commitment to authentic experiences that guests love.

As Seems put it,

“Not everyone has the capacity to grow with us. Peak Beverage does.”

Why It Worked

The Christkindlmarket x Peak Beverage partnership succeeded because it blended operational expertise with respect for tradition.
By focusing on guest satisfaction, innovative offerings, and scalable infrastructure, Peak helped Christkindlmarket evolve — not just bigger, but better.