Diageo has been consulting with major pubcos on strategies to boost sales at its new "customer immersion centre".
Representatives of Mitchells & Butlers, Greene King, Punch Taverns and JD Wetherspoon were among the firms that attended sessions at the centre, at Diageo's Park Royal HQ in north-west London.
Several smaller multiples operating between five to 15 pubs were also there as part of the trial, which lasts until 19 November.
Pubcos have a chance to discuss strategy and tailor a marketing strategy to drive sales at their venues.
The bespoke centre spans both off-trade and on-trade customers and has a number of life-size installations, including a food pub and a trendy bar.
Mark Fisher, customer marketing director at Diageo, which employs more than 20,000 people worldwide, said: "Our view is that we want to be an indispensable business partner.
"That is a big word so we are working hard with our customers to try and understand the consumers' behaviour and what we can do to help them win, and us win, at the moment of choice.
"If this trial is successful we will look to replicate it."