Diageo has unveiled details of the “drinks experiences” in its World Class hub that it will be creating for London Cocktail Week.
Taking over the Vinyl Factory events space in Soho from October 5 to 11, it will have different areas dedicated to Tanqueray gin, Haig Club whisky and Ketel One vodka that will immerse visitors in the brands.
The hub will promote the World Class name to consumers, extending it beyond just the international bartending competition to represent world-class bartending and premium drinks, focusing on the Diageo Reserve premium portfolio.
The World Class Bar will be presided over by Ali Reynolds of Hawksmoor Spitalfields who was the GB winner of the World Class competition this year. It will offer cocktails created by himself and other World Class bartenders and explore sustainability in bartending and drinks, including growing your own ingredients.
The World Class Bartenders Studio will offer consumers a chance to learn how to make cocktails from leading bartenders. It will also showcase techniques and skills such as ice carving and flavour profiling.
The hub will include the World Class Interactive Gift Shop where visitors can buy Diageo Reserve products in an interactive setting headed by Diageo’s whisky ambassador, Colin Dunn. Other brands in the portfolio include Johnnie Walker whisky, Bulleit whiskey, Ciroc vodka, Ron Zacapa and Don Julio tequila.
The Tanqueray Art Deco Bar will be a “fun and decadent” experience with a 1920s flavour, focusing on the classic French 75. It will feature the European debut of the Imperial Shaker, a five-foot machine for shaking cocktails using a lever, created by bartender Jason Crawley from a 19th-century drawing.
The Haig Club Dining Room aims to open up the occasions for people to enjoy whisky, based around the concept of a dinner party at home, hosted by brand ambassador David Sinclair. As well as pairing drinks with desserts, it will champion Haig Club whisky in a twist on a Negroni, including the idea of pre-batching.
The Ketel One Vodka Kitchen will build on the concept of the Dutch kitchen that was created as a pop-up and workshop to experiment with the Bloody Mary serve (pictured). For London Cocktail Week, it will focus on the vodka soda and experiment with creating variations using infusions.
The World Class London Cocktail Week Hub will be open from midday to 10pm daily. Visitors wearing London Cocktail Week wristbands will be able to buy cocktails for £5.
For more details about London Cocktail Week and buying wristbands, visit www.londoncocktailweek.com.