Premium spirits specialist Diageo Reserve has revealed what it has in store for its new World Class House running as part of London Cocktail Week.
Aimed at the trade and consumers, the pop-up venue at 4-6 Glasshouse Street off Piccadilly Circus will feature a range of masterclasses and other “luxury drinks experiences” across five floors.
On the ground floor, two bars will serve up cocktail menus curated by last year’s and this year’s GB winners of Diageo Reserve’s World Class competition, Ali Reynolds and Aidan Bowie who is currently competing in the global final in Miami this week. They are pictured above with brand ambassador Dan Dove.
The Retro bar will celebrate the history and nostalgia of the classic cocktail while the Future bar will take guests “Into the Unknown” future of cocktail craft, described as a mirror image of Retro set light years ahead.
The drinks will be centred around Don Julio tequila, Tanqueray No Ten gin, Ketel One Vodka, Bulleit Bourbon and Haig Club whisky.
Also acting as a London Cocktail Week hub, the World Class House will be open from October 3 to 8.
Nick Temperley, head of Diageo Reserve Brands GB, said: “We are delighted to be partnering with London Cocktail Week for the sixth consecutive year to celebrate all that makes London a world leader in cocktail creativity and craft.
“This is our biggest and boldest year to date and we’re excited to be welcoming our customers, consumers and media alike into our ‘House’ throughout the week to learn more about our brands such as Ketel One Vodka and Tanqueray No Ten gin as well as the future of cocktail culture.”
The House promises to take people on “an unexpected liquid journey, brought to life through an exploration of the senses, fresh flavours, unique brand experiences and future cocktail trends”. Features will include:
Tanqueray No Ten Future Forest
A garden of the future, the Tanqueray No Ten Future Forest will be filled with unique and unknown herbs and botanicals ready for picking. Guided by a Tanqueray No Ten expert, guests will stroll through the forest, gathering ingredients along the way to create their own bespoke Tanqueray No Ten cocktail.
The Ketel One Vodka Kitchen
In partnership with renowned British chef Lee Westcott from The Typing Room in east London, guests of the Ketel One Vodka Kitchen will be invited to tailor-make their very own Bloody Mary and create a gastronomic garnish to match, showcasing on the versatility of the Bloody Mary serve.
Flavour guru Pritesh Mody of food and drink supplier World of Zing will be presenting masterclasses showing how spices can be used for new interpretations of a Bloody Mary, featuring ingredients from Persian dried limes and black cardamom to pasilla chilli flakes and flavoured salts. The masterclasses will be on Tuesday October 4 and Friday October 7, from midday to 2pm for the trade and from 5pm to 7pm for consumers.
The #LOVESCOTCH experience invites guests to choose a cocktail based on an emotive decision. With no menu on hand, visitors will learn about scotch brands such as Talisker, Lagavulin, Singleton and Johnnie Walker as they journey through four sensory challenges where they will be asked to look, listen, taste and touch. World Class bartenders will then create a bespoke cocktail based on their individual choices.
House of Haig
Within the House of Haig, guests will embark on a liquid journey of delicious and unexpected single grain scotch whisky cocktails. Guests will experience exquisite drinks with effortless style and taste.
Bulleit Barista Booth
Visitors will experience a sensorial journey of smell with one of the UK’s first Bulleit bourbon barrel-aged coffees by speciality coffee producers The Gentlemen Baristas while sipping on a twist of the classic Espresso Martini.
Ticketed workshops will be taking place throughout the week and will be available to buy and book at The World Class House. London Cocktail Week wristbands cost £10 and are available now at www.drinkup.london/cocktailweek and can be collected from the World Class House from 10am once the week begins, along with a free pocket-sized bar guide.
Diageo Reserve is also involved in events for London Cocktail Week beyond the World Class House, including:
Clumsies Takeover @ Callooh Callay
From October 5 to 9, the team from The Clumsies bar in Athens will be taking over Shoreditch cocktail bar Callooh Callay in Rivington Street. They will be serving drinks from their own specially curated menu of World Class cocktails, including a Nutty Old Fashioned made with Zacapa 23 Rum, a Rhubarb Sour made using Tanqueray No Ten and an Agua Fresca created with Ketel One Vodka. It will be open from 6pm to 1am.
#Lovescotch Pop-UP at The Drift
The #Lovescotch Pop-Up at The Drift in the Heron Tower in Bishopsgate will open on October 3 and run through to March 2017. During London Cocktail Week, the pop-up will celebrate a different scotch each day, through a series of masterclasses. #Lovescotch celebrates all that gives scotch its unique character, flavour and personality. It encourages people to express their passion about the liquid and is designed to inspire those who are new to whisky. It will be open for 6pm and 7pm masterclasses. Booking via email at email@example.com.
The Ketel One Vodka Kitchen @ Harrods
Ketel One Vodka’s brand ambassador David Beatty will host an hour-long masterclass from 6pm to 7pm at the Ketel One Vodka Kitchen that will be in Harrods in Knightsbridge for one day on October 5. Guests will learn about the Dutch vodka during Ketel One tastings between 3pm and 7pm. Tickets are £15, booked via firstname.lastname@example.org or on 020 7893 8777.
Moves Like Laga @ Oriole
Diageo Reserve brand ambassador Colin Dunn will host a rare masterclass at Oriole in Smithfield, focusing on the smoky scotch Lagavulin, on October 3. Guests will be charted through three expressions and entertained along the way by some rhythm and blues from The Lagavulins. Priced £10, it will run from 6.30pm to 9pm. To book, contact Oriole via www.oriolebar.com.
Perfumed Cocktails with Tanqueray No Ten @ The Savoy
Tanqueray No Ten will partner with The Savoy’s Beaufort Bar and American Bar to host a masterclass, demonstrating the close link between cocktails and fragrance, on October 4. It is free, running from 2pm to 3.30pm.
Talisker Tasting @ Black Rock
World renowned whisky expert and Diageo Reserve brand ambassador Colin Dunn will guide guests through Talisker, giving them an insight into the peated scotch. The tastings will be held at Black Rock bar in Christopher Street on October 4 and 5, from 6.30pm onwards. Tickets for the guided tasting are £10 and Talisker cocktails are priced at £5.To book, email email@example.com.
World Class Drinks @ The Whisky Exchange
Guest will be able to enjoy a World Class masterclass, learning about how Tanqueray No Ten gin, Ketel One Vodka and Bulleit Bourbon are made and what makes the ideal serve. It will be at The Whisky Exchange in Bedford Street in Covent Garden from October 3 to 10 from 4pm to 8pm Monday to Friday and from midday to 4pm on Saturday. It is free – drop into The Whisky Exchange to book.
A Taste of Talisker @ The Whisky Shop
Guests will be taken on a journey through the specialist Talisker expressions, from vintage bottlings to distiller’s editions during tutored tastings hosted at The Whisky Shop at 70 Piccadilly from October 3 to 8.