Why do some events stay with you for a long time, while others are just parties?

We spoke with the Growe Partners team about organizing events, effective networking, B2B marketing, and what usually stays behind the scenes. Here are their honest answers.

How to create an event that people remember

KATE — Deputy Head of Brand

How did you choose the entertainment for guests?

We wanted every activity not just to entertain, but to spark introductions and conversations.

The wine casino was our own idea. It's a pretty unusual format where guests could feel like sommeliers: tasting wine, guessing the country of origin, grape variety, or vintage, and betting with branded chips. It was a real pleasure to see guests' emotions when they won our branded gifts.

The dry perfume masterclass was another discovery. We expected it to appeal more to women, but we were pleasantly surprised by how enthusiastically men joined in too. Everyone chose essential oils to their own taste, created their own scent, and then eagerly compared and discussed the compositions.

As for the artists, the highlight of the evening was the host — a Georgian who won everyone over with his charisma, humor, and traditional Georgian toasts. And our vocalist's incredible voice helped create the atmosphere of a jazz evening — cozy, light, and perfect for networking.

Once the atmosphere is set, the biggest question is whether it actually helps people meet, talk business, and find new opportunities.

KIRILL — Head of Growe Partners

What networking topics stood out most at the party?

Most conversations were about current traffic sources, new approaches to media buying, testing different strategies, and how partners are adapting to market challenges and finding new ways to scale.

KATE — Deputy Head of Brand

Can you really have a productive business conversation at a party?

Yes, absolutely. That was one of the main goals of our event — to create a comfortable atmosphere where you can quietly talk to partners, discuss work topics and challenges, and find new opportunities to collaborate.

At conferences the schedule is usually packed: lots of meetings, rush, and limited time. In those conditions it's not always possible to have a real conversation. But at a party you can talk without formality, understand each other better, and strengthen relationships. In-person communication can't be fully replaced by a call or a chat.

What personally stuck with you most?

The atmosphere of the evening. We managed to create exactly the networking format we had in mind: unhurried, in a cozy setting where partners could relax, get acquainted, and talk business.

A separate pleasure was the incredible sunset and view of evening Tbilisi, which made the atmosphere even more special.

And of course the emotions of our partners — when they won prizes at the wine casino or received branded gifts at the end of the evening. It's those genuine moments that make an event truly memorable.

The details that create the impression

Every event is made up of dozens of details. Those are what shape the atmosphere guests remember long after the evening is over.

KATE — Deputy Head of Brand

Is hookah a must at an affiliate party?

Of course. By now you can call it a fixture at these events. For many guests it's another chance to relax, keep the conversation going, and enjoy the atmosphere.

What did you gift the partners?

At the end of the evening every guest received a branded bottle of craft Georgian red wine. And the wine casino winners who collected the most branded chips received branded wine sets with professional accessories: a sommelier corkscrew, aerator, and vacuum stopper.

How many tries did it take to learn how to open wine so dramatically with a sabre?

Surprisingly, just one. Before the event we had a single rehearsal, and Kirill opened the bottle with a sabrage sword on his very first try. So at the party it looked like he did it professionally.

The secret isn't just in the technique — it's confidence and proper preparation. And sabrage is definitely becoming our little tradition for opening the most important Growe Partners events.

Events or a booth?

There's more behind bright evenings than just wanting to impress guests. Every format has to solve specific business goals and help build long-term partnerships.

KATE — Deputy Head of Brand

What's the best timing for an event: before the conference, during, or after? And why?

In my view, the best time is the first day of the conference or the evening before. That's when attendees are still full of energy and open to new introductions and networking.

The last day of the conference usually has official afterparties with top headliners, and after the event itself most guests are already rushing home. After several packed working days and evening events people are simply tired, so getting them engaged becomes much harder.

If you had budget for just one — event or booth, what would you pick?

Ideally, both — because they solve different business goals.

But if you have to choose, it all depends on your goals, budget, and how important it is to stay cost-effective. A booth works great for capturing new contacts and boosting brand awareness, while an event is about deepening relationships with partners, building trust, and quality networking.

So there's no universal answer — it all comes down to location, audience, and specific business goals.

What marketing tools do you use specifically in B2B? What does it take for the industry to know about you?

We take a comprehensive approach. Active presence on social media and YouTube, PR and publications in industry media, participation in international conferences with booths, hosting our own side events, collaborations with partners, and creating content that's actually useful for the industry.

But the most important tool in B2B is reputation. If you build a quality product, maintain long-term relationships with partners, and keep your promises, people start talking about you. In our industry, referrals and personal connections are still one of the most effective ways to grow a business.

KIRILL — Head of Growe Partners

2026 for Growe Partners: what challenges and wins have already happened?

2026 has been a year of change and active growth for Growe Partners. We strengthened our position in regions where we were already showing strong results, launched new products, and opened up new geos.

Ahead of us is expansion into even more promising markets. Some of them are a real challenge for the team, but that potential is exactly what pushes us to move faster, test new approaches, and scale the business.

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Behind every successful event there's much more than the guests see: months of preparation, dozens of decisions, and attention to detail. But the main result isn't measured by the number of activities or gifts — it's measured by connections that grow into long-term partnerships.

It seems this is exactly what Growe Partners does best.