Аннотация: The article examines the effectiveness of brand promotion in HoReCa within the B2B segment using Baltika as a case study. The relevance of the topic is determined by the fact that for beverage producers HoReCa performs several functions at once: it generates sales, creates brand visibility at the point of consumption, influences perceived product quality and makes it possible to build long-term relationships with professional clients. The aim of the study is to identify which promotion tools actually work in B2B communications with foodservice establishments and why an ecosystem approach proves to be more effective than fragmented advertising actions.