Our expert team caused quite a STIR at London Cocktail week!
We enjoyed an insightful few days at the 10-year celebration, learning from the very best cocktail masters and admiring new branded pop up experiences. A definite highlight was taking part in a cocktail masterclass hosted by Tanqueray, where we learned to engage the senses and understand the importance of pairing a tonic with the aromas and flavours of the botanicals in the gin. The Cocktail Village was the perfect place to see brand showcasing their drinks, serves and brand missions in some very imaginative ways!
Our top takeaways from the week were:
Drink connections: brands are OWNING a drink or cocktail and doing it really well, but still following the tried and tested formula of ‘twists on a classic’.
Our favourite was Passoa’s Pornstar Martini bar
Empowering consumers: brands are listening to consumers and providing them the options to personalise their own spirits. We’re looking forward to seeing how this growing trend of personalisation can trickle down into the mainstream.
A great example is Laphroig’s ‘opinions welcome’ box
Low and no copy-cats: these brands are using the familiarities of alcohol brands to promote a non-alcoholic version, borrowing their brand cues to infer quality without compromise.
Stryyk are clearly setting their stall out with products like NOT GIN and NOT RUM bottles
A match made in heaven: Alcohol brands teamed up with food vans or stands, to remain relevant to consumers that are moving from casual dining to ‘street food’ inspired offerings
Fords Gin paired ‘Martinis and Oysters’, Maker’s Mark opted for ‘Bourbon and Bites’ to dial up the associated experience.