Adventure Bar teams up with agency for rum shack

Dub JamThe team behind London’s Adventure Bars have teamed up with design agency Mystery to launch a reggae-infused jerk barbecue and rum shack.

Due to open on March 1 in London’s Covent Garden, the concept is a collaboration with leading reggae music label, Trojan Records, which works with Mystery on designing its album covers.

The 16-cover Dub Jam Jerk BBQ & Rum Shack, described as a “pilot”, will feature a menu of Caribbean barbecue food alongside a list specialising in rums and rum cocktails.

Aiming to capture the spontaneity of a beach party, the interior will be filled with quirky up-cycled home-made elements, such as lights made from reclaimed buoys and tin cans, stools made from beer kegs and car wheels, a shelf bar made from half a surfboard, and a cake display made from an old record-player.

The bench seating will be recycled from original timber flooring while lights made from Red Stripe’s famous “stubby” bottles will hang from the walls alongside fly posters of original Trojan cover art and street art inspired by Jamaica’s acclaimed recording label Studio One.

As a homage to Duke Reid, the originator of the reggae “sound system”, Dub Jam’s rear wall will be a stack of speakers in the style of carnival.

Drinks will include a Wray & Nephew Reggae-Infused Rum Punch, at £6, made with Wray & Nephew Overproof Rum. The bar will also offer Red Stripe, Carib Beer, sarsaparilla and coconut water, served in colourful hand-painted tin cans.

The food menu will feature Soul Rebel Skewers which have been marinated for 48 hours in the kitchen’s own jerk recipes and smoked for 12 to 24 hours before being grilled on the barbecue.

Skewers include Skatalites BBQ-ed Jerk Chicken, Peppa Pig BBQ-ed Jerk Pork, and Veggie Bangarang BBQ-ed Jerk-Spiced Halloumi & Pepper. They will be served with home-made Sunny Slaw and a mint, coconut, chilli, yoghurt dressing or fiery lime and tomato salsa.

Beach Burgers, from £7.95, will be made from certified English beef packed into freshly-baked flat-bread pockets. The tropical “Dub Shack” burger is decked with grilled pineapple and Blue Mountain coffee and molasses-cured bacon.

As well as providing music for the venue, Trojan is working with Mystery to use its album cover artwork as decoration. They also plan to launch an app allowing customers to tune in to what is playing in Dub Jam and to download tracks.

Having already raised £120,000 in investment, the company is keen to expand further and has already earmarked its second site ahead of opening the Covent Garden venue.

There are now four Adventure Bars across the capital, with annual turnover of £4million, headed by founders Tom Kidd, Kieron Botting and Tobias Jackson. Dub Jam will share a site with Adventure Bar at 20 Bedford Street.

Dan Einzig, chief executive of Mystery, has had extensive experience of creating successful hospitality brands, such as the Giraffe restaurant brand, and worked with Adventure Bar group to develop their branding.

He said: “The idea for Dub Jam was born over a few rum punches and a fried conch when I was in the Caribbean on a photographic assignment.

“Having designed concepts and branding for clients’ venues for over 15 years, we have more recently been incubating a stable of brands with partners in F&B businesses, and so it is thrilling to be launching our own concept.

“At Mystery, our approach is to create a strong brand ‘personality’ that the audience emotively connects with: Dub Jam will have an upbeat, chilled-out vibe, sharing our love of reggae food and music with everyone.

“Having worked with Adventure Bar on their branding for a number of years, we are delighted to now be partnering with the group on this new concept.

“They provide incredible customer service geared around creating amazing atmosphere in their venues, as well as an extensive knowledge of operations and the wider hospitality sector, which I admire greatly.”

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