Bars and brand partner experiences at Scotland's biggest events

Above the occasion

Apex designs, builds and runs the bars at major outdoor events, and connects drinks brands to the people at them. Founder-led on the ground, with our own kit and our own people.

Talk to us about your event See where we trade

200+Events run by our team

£15m+Bar sales delivered

100ft+Of owned container bar

70%Of staff back each season

Who we work with

Why Apex

Premium events deserve the perfect serve

People pay a premium to be at the country's best events. The bar should be part of what they paid for: the right drink, poured properly, without a queue. That should be the standard. Too often it isn't.

Poor serves, a limited range and long queues take the shine off a great day out. We build bars that belong in the event: quick to serve, properly stocked, dressed to the same standard as the stage. Licensing, kit, staff, cashless tills and the numbers at the end of the night, all handled by one team. The guest gets a better experience, the brand reaches its consumer, and the event owner gets a bar that earns its place.

How we work

Apex staff behind a branded Tennent's bar ready to serve

Connected brand partner experiences

More than a bar operator

A great bar is the start. What Apex does that others can't is connect three people who usually never meet properly: the brand, the guest and the event owner. The brand reaches its consumer at the point of purchase. The guest gets a better experience. The event owner gets a better bar and a share of the commercial value. Everyone does better than they would alone.

For event owners

A bar that looks and trades like part of the show, brand-funded builds on your site, and sponsorship income from categories you couldn't sell yourself.

For brands

A route to your consumer that ends in a purchase, not an impression. Pouring rights, activation space and a team that talks product at the bar.

For guests

Quicker service, a better range, somewhere worth staying. People come earlier, stay longer and spend more when the bar is part of the experience.

Apex + SBS

The experience, and the capability behind it

Apex delivers the consumer experience on the ground. Our joint venture partner SBS brings end-to-end activation capability and scale. Together we take a brand all the way from the deal to the drink in the guest's hand.

ApexThe bars, the team, the service and the guest experience. Founder-led on every site.

SBSEighteen years activating for the UK's biggest drinks brands. Experiential activation, logistics, dispense, infrastructure, data and insight.

AssetsAccess to SBS-owned assets and participating brand partner assets: showpiece builds, branded bars, serve units and dispense.