Shake and Serve

What Shake and Serve does

Shake and Serve is a Benelux-based mobile cocktail catering and workshop company founded in 2005 in Maastricht, Netherlands. It deploys trained mixologists and flair bartenders to corporate events, brand activations, and private occasions, and complements this with cocktail workshops and traineeships. The company operates from three offices — Amsterdam (headquarters), Maastricht, and Antwerp (Belgium) — and serves clients across the Netherlands, Belgium, and broader Europe (UK, France, Germany, Italy, Denmark, Spain).

The business model is event-driven services revenue: clients book catering or workshops and the company supplies staff, equipment, and consumables at a per-event price. Pricing is premium-positioned, evidenced by a client roster that includes Nike, Denham, G-Star, Tommy Hilfiger, Hugo Boss, Cartier, BMW, Clarks, Hudson's Bay, and Bijenkorf. A parallel co-branded activation stream is built on partnerships with spirits brands including Bols, Hendricks Gin, Fever Tree, Licor 43, Remy Martin, and Cointreau, which effectively makes the company an extension of those brands' on-premise marketing budgets.

The firm is privately held, has not raised external capital, and operates with a small team of 14 employees as of the most recent disclosure. Its underlying technology is operational rather than digital — logistics, event staffing, and human mixology skill — and it operates a certified traineeship ("Gecertificeerd leerbedrijf") as a structured talent pipeline. No software platforms, proprietary data assets, or AI components are described in available materials.

Name

Shake and Serve

Legal name

Shake and Serve

Website

https://shakeandserve.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Shake and Serve is a Benelux mobile cocktail catering and workshop company founded in 2005, serving corporate events, brand activations, and private clients across the Netherlands, Belgium, and broader Europe with a premium client roster and spirits-brand partnerships.

Ownership category

akta.pro rank

Product category

Cocktail Catering Services

NAICS

Caterers (72232), Drinking Places (Alcoholic Beverages) (7224)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF)

akta.pro secondary industries

Cocktail Experiences (Mixology Classes, Cocktail Tours) (THAJAGAG), Beverage Services (Bar Catering, Mixology, Beverage Programs) (THAHAKAJ)

Keywords

• Cocktail catering services
• Mobile bar rentals
• Cocktail workshops
• Event bartending
• Brand activation events

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Cocktail Catering Services: Mobile cocktail bar services at client events including professional bartenders, cocktail preparation, bar equipment, and glassware. Revenue generated per event based on duration, guest count, and service scope.
2. Cocktail Workshops: Interactive cocktail making workshops for groups, taught by professional bartenders. Participants learn techniques, recipes, and taste their creations. Revenue per person for group bookings.
3. Brand Activation Services: Custom cocktail experiences for brand activations and product launches, featuring signature cocktails matching event themes.
4. Cocktail Sets (Retail): Sale of cocktail sets to customers for home use.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Shake and Serve provides mobile cocktail catering services and interactive cocktail workshops for private and corporate events across the Netherlands and broader Europe. The company delivers professional bartenders, bar equipment, glassware, and custom cocktail menus at client-specified locations, complemented by a portfolio of specialized themed bars (Gin & Tonic, Mojito, Whisky, Champagne, etc.) and retail cocktail sets for home use.

Product overview

Shake and Serve is a cocktail catering company offering mobile cocktail bar services and cocktail workshops throughout the Netherlands and Europe. The core offering consists of cocktail catering (Cocktailbar op Locatie) with professional bartenders at any venue, and cocktail workshops for groups learning to make cocktails. The company provides specialized bar types including Gin & Tonic Bar, Mojito Bar, Barista Bar, Shooter Bar, Champagne Bar, Whisky Bar, Smoothie Bar, and Cocktail Cruise Amsterdam. Additional services include Cocktail Sets (product sales), Brand Activations, Cocktail Traineeships, and Flair Tending performances. The product portfolio spans from full-service catering to educational workshops and retail cocktail products.

Differentiator

Problem solved

Functional benefit

Products and services

• Cocktailbar op Locatie (Cocktail Catering) Mobile cocktail bar service providing professional bartenders, cocktail equipment, glassware, and customizable cocktail menus for events at any location across Europe. Target customers include corporate clients, fashion and luxury brands, and private event hosts.
• Cocktail Workshops Two-hour interactive cocktail-making classes where participants learn to prepare three cocktails under professional guidance. Suitable for private groups and corporate team-building events.
• Gin & Tonic Bar Specialized mobile bar focused on gin and tonic cocktails, featuring premium gin brands such as Amuerte Gin and Fever Tree tonics, used at events and Gin & Tonic festivals across Europe.
• Mojito Bar Specialized mobile bar focused on serving mojito cocktails at events and parties.
• Whisky Bar Whisky-focused mobile bar service offering classic and modern whisky cocktails, including whisky masterclasses at events.
• Champagne Bar Champagne and sparkling wine service for events, receptions, and celebrations, in partnership with Piper-Heidsieck.
• Shooter Bar Premium shooter cocktail service designed for parties and celebratory events.
• Barista Bar

Quantifiable outcome

• Trained 150 students bartending skills at ROCVA College Airport
• +1 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• BolscoreGTM or Marketing Partner · 1 January 2005Premium Dutch spirits brand partnership for cocktail events. Bols is a historic Amsterdam-based spirits producer.
• Hendricks GincoreGTM or Marketing PartnerPartnership with premium gin brand for gin-based cocktail events and promotions.
• Fever TreecoreGTM or Marketing PartnerPremium mixer brand partnership providing high-quality tonic water and mixers for cocktails.
• Licor 43coreGTM or Marketing PartnerSpanish liqueur brand partnership. Shake and Serve has launched Licor 43 Orochata product and conducts brand activations.
• Remy MartincoreGTM or Marketing PartnerPremium cognac brand partnership for cocktail events and brand activations.
• CointreaucoreGTM or Marketing PartnerPremium French liqueur brand partnership for cocktail creations.
• DenhamcoreGTM or Marketing PartnerFashion brand partnership for retail events, store openings, and brand activations. Multiple collaborations at Denham flagship stores.
• BrugalminorGTM or Marketing PartnerPremium rum brand partnership for cocktail events.
• Piper-HeidsieckminorGTM or Marketing PartnerChampagne brand partnership for events requiring champagne service.
• 1689 GinminorGTM or Marketing PartnerPartnership for cocktail workshops using 1689 Gin brand.
• Amuerte GinminorGTM or Marketing PartnerBelgian gin brand partnership featuring unique coca leaf base gin. Shake and Serve promotes Amuerte at international Gin & Tonic festivals.
• Perfect Serve Barshow AmsterdamminorGTM or Marketing PartnerIndustry event partnership for the professional bar show.
• Tivoli VredenburgminorGTM or Marketing PartnerVenue partnership for events at the music venue in Utrecht.
• Maison van den BoerminorGTM or Marketing PartnerCatering company partnership for combined event services.
• Bar de Blauwe KeizercoreChannel Partner/ Reseller/ DistributorVenue partnership for regular cocktail workshops in Amsterdam. Features open workshops on weekends from 2 persons.
• West-Indisch HuisminorChannel Partner/ Reseller/ DistributorHistoric venue partnership for workshops and events in central Amsterdam.
• MaxxiumminorGTM or Marketing PartnerSpirits distributor partnership for cocktail events.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Cocktailicious: Belgian mobile cocktail catering company offering cocktail bars on location, workshops, and event bartending services. Operates in the adjacent Belgian market with overlapping service offerings and customer types.
• Bartender Company: Netherlands-based mobile cocktail bar and bartender-for-hire service competing in the same Dutch market for event catering, corporate workshops, and private celebrations. Offers comparable mixology services and event staffing.
• MOJO Cocktail Events: Dutch competitor offering mobile cocktail catering and workshops across the Netherlands with a similar focus on premium brand activations, weddings, and corporate events. Directly comparable in geography, service portfolio, and target customer segments.
• The Mixologist Group: UK-based mobile cocktail bar and event cocktail catering company offering similar mobile bartending and brand activation services for corporate events, weddings, and private parties. Operates a comparable full-service model with branded bars, mixologists, and cocktail experiences delivered on location.
• Flair Event Group: European event bartending and mobile cocktail bar provider serving corporate events, brand activations, and private celebrations. Comparable in offering flair bartending, mixology workshops, and full-service event bar solutions.
• Drinx Events: Dutch event drink service provider offering cocktail bars, barista service, and other beverage catering for events. Comparable in product mix and target market within the Netherlands.

Broad incumbents

• Maison van den Boer: Large Dutch event catering company that is both a partner and adjacent competitor. Offers broader catering services including bar/cocktail components at scale across corporate and private events in the Netherlands.
• Beefeater Events: Global premium gin brand that runs branded cocktail activations and events across Europe, often in partnership with mobile bar operators. Comparable from the brand-activation angle that Shake and Serve services for spirit suppliers.

Others

• Eventbrite: Self-service event ticketing and experience marketplace. Indirectly relevant as Shake and Serve uses the Eventix platform (similar model) to sell consumer workshop tickets; Eventbrite represents the broader category of experiential booking platforms enabling recurring consumer workshop revenue.

Regional players

• Perfect Serve Barshow Amsterdam: Industry bar show and event platform in Amsterdam that hosts cocktail competitions and bartending showcases. While not a direct service competitor, it shapes the Dutch cocktail event ecosystem in which Shake and Serve operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/shakeandserve-s2

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shake and Serve