Denver Christkindlmarket is more than just a holiday event — it’s a beloved, 25-year tradition that brings the charm of a European Christmas market to the heart of Colorado. Drawing hundreds of thousands of visitors annually, the market blends food, shopping, music, and seasonal cheer into an immersive, family-friendly experience.
As attendance at Christkindlmarket continued to grow, so did the opportunity to enhance the guest experience, especially around beverage operations, where additional support could help take things to the next level.
With Peak Beverage’s support, they were able to expand and elevate the menu, introducing exciting new offerings while continuing to serve the traditional favorites that guests love.
The Challenge
As Denver 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, Denver 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.”
“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
Peak Beverage approached Denver Christkindlmarket with a multi-layered strategy:
- 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, beer, 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, increasing the number of 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 Denver 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 Denver Christkindlmarket’s traditions.
The Results
Over two years of partnership, Denver Christkindlmarket’s beverage operations underwent a dramatic transformation:
- Significant Sales Growth: Denver Christkindlmarket saw beverage revenue increase each 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 Denver 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
As Denver Christkindlmarket expands to Colorado Springs, Peak Beverage is proud to support their growth and looks forward to the opportunity to continue partnering at future locations.
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.
Why It Worked
The Denver 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 Denver Christkindlmarket evolve — not just bigger, but better.