When airports explore pouring rights agreements—exclusive beverage partnerships with companies like Coca-Cola, PepsiCo, or Keurig Dr Pepper—some concessionaires worry that these deals will undercut their margins, limit product choice, or reduce operational flexibility. But nearly a decade of experience tells us the opposite: when done right, these partnerships help concessionaires grow sales, lower costs, and access meaningful support they wouldn’t get otherwise.
At Enliven, we’ve seen firsthand how a well-structured beverage agreement benefits everyone involved: the airport, the beverage partner, the traveler—and yes, the concessionaires.
Here’s why pouring rights deals don’t harm tenants. In fact, they often provide them with a stronger platform for success.
1. Lower Prices That Improve Margins
One of the most tangible benefits to concessionaires? Lower invoice pricing. Through the purchasing leverage created by a unified airport agreement, we’ve seen beverage prices for tenants drop by as much as 15%.
While we’ve seen these types of savings for all concessionaires (including the largest), the benefit is especially valuable for small, local, and ACDBE operators which may not have had access to national pricing. A shared agreement levels the playing field—everyone gets the same access to competitive pricing, premium equipment, and dependable service.
It’s important to know that not all beverage agreements are created equal, and we’ve seen some negotiated deals that have indeed significantly raised prices on tenants. It doesn’t have to be this way — a well executed agreement can significantly benefit the profitability of concessionaire beverages.
2. Sales Per Passenger Go Up—Way Up
When a beverage program is aligned airport-wide, operators aren’t going it alone. Concessionaires benefit from high-visibility, airport-wide marketing support — all coordinated via a strategic marketing calendar, which is funded by the beverage agreement.
This begins with free support to the concessionaires — including POS materials and crew incentives — but expands to much more. A cohesive marketing campaign builds upon these basic activities to tie in sign advertising, geo-targeted social media campaigns, product samplings, pop-up guest experiences and PR initiatives. That kind of brand amplification is impossible to achieve solely (and in fact, such activity is prohibited outside of the lease lines), but it’s baked into a strong beverage partnership.
The result? More beverage transactions per passenger. We’ve seen increases of up to 30%, even when adjusted for passenger traffic. In some airports, beverage sales have outpaced passenger growth year after year since signing their deals.
3. More Than Marketing—Real, Ongoing Support
Concessionaires often tell us they’re surprised by the depth of operational support embedded in these agreements:
- New, energy-efficient equipment—often replacing outdated or malfunctioning machines immediately.
- Field reps who walk the terminals regularly—ensuring inventory is stocked and equipment is running.
- Price protections during inflationary periods, helping operators maintain profitability.
One local ACDBE partner told us they had been struggling with faulty fountain equipment for years—only to have it fully replaced within weeks of the beverage agreement going live.
4. Expanded Consumer Choice—Not Less
It’s a common misconception that pouring rights agreements limit consumer choice. But today’s beverage portfolios go far beyond traditional sodas. Think: kombuchas, coconut waters, cold brews, enhanced waters, organic juices, and more.
By focusing on one manufacturer’s full portfolio, concessionaires actually unlock more room for innovation and new product rotation. It also avoids duplicating shelf space with nearly identical SKUs (e.g., multiple versions of cola or lemon-lime soda from different brands).
Additionally, many of our clients carve out room for local and craft brands, especially where there’s cultural or regional relevance.
Put it all together, and concessionaires have more variety to offer guests, at competitive prices and supported by active marketing campaigns.
5. Everyone Wins—Including Tenants
These agreements are not designed to pit one group against another. It’s not about slicing the pie differently — but increasing the size of the pie.
Airports have the ability to not only connect consumers to brands, but to have those consumers experience the brand first-hand. Travelers are often open to new experiences — those that will indulge them, calm an anxiety or satisfy a craving. By bringing multiple stakeholders at an airport together, airports have the ability to offer something of significantly more value to beverage companies than any single stakeholder can by themselves.
Our goal is to create deals where every operator can raise their hand at the end and say: “This worked for me.”
Final Word: Let’s Build It Together
At Enliven, we don’t just broker deals—we help craft long-term partnerships. From day one, we bring all parties to the table, listen to operators’ needs, and make sure the final agreement reflects a shared vision.
These programs succeed not by exclusion, but by collaboration. We’ve seen it across multiple airports—and we’d love to help you see it, too.
Additional Resources:
Why Airports Are Implementing Pouring Rights Now
Podcast: Do Pouring Rights Hurt My Concessions Partners?
PHL Unveils Holiday Lounge – Powered by Pouring Rights
