Stolichnaya vodka has taken up residency at Camden Beach – the sand-covered rooftop pop-up at the Roundhouse in London.
For the first time, Stoli is the lead sponsor of the beach, which is now in its fourth year, and will be serving up a range of refreshing drinks and sorbet from its Stoli Lemonade Van.
Camden Beach has been created with 150 tonnes of sand out of a parking area at the London arts venue, with lemon trees, Stoli-branded deckchairs and bookable beach huts.
Other brands partnering Camden Beach include Pusser’s Rum which has returned for the third year running with its Rum Shack in conjunction with Re’al cream of coconut and infused syrups. It will be celebrating Black Tot Day there on July 31 – the anniversary of the last day that the Royal Navy issued sailors with a daily rum ration.
Running seven days a week until August 23, Camden Beach also features a pop-up fish and chip shop and sea container bar serving craft ale, cider and sausages. Other partners include Kopparberg cider.
The Stoli Lemonade Van supports the vodka brand’s ongoing activity to promote it for mixing with traditional lemonade over ice. It offers the classic Stoli Lemonade plus a mint or a raspberry twist.
Stoli has also teamed up with leading London gelataria Gelupo to offer the Stoli Mint Lemonade sorbet, made with Stoli, real lemon rinds, fresh mint and natural sugars.
It has also branded one of the fenced-off beach huts which can be hired out for relaxing on deckchairs with hot dogs, gelato and Stoli Lemonade.
The classic Stoli Lemonade is made by combining 50ml of Stoli Vodka with 50ml of mineral water, 25ml of fresh lemon juice and 12.5ml of sugar syrup, plus optional twists such as sparkling water, fresh raspberries or fresh mint leaves.
Pusser’s Rum, the original navy rum, is partnering Camden Beach, with its Rum Shack and branding, as part of its efforts to reach new, younger consumers.
Marking the 45th anniversary of Black Tot Day on July 31, it will run a cocktail master class at 5pm with international rum ambassador Ian Burrell. George Freegard, general manager at Pusser’s Rum, will talk about the history of the modern classic cocktail, the Painkiller, and the Soggy Dollar Bar in the British Virgin Islands where it was created.
They will follow this by commemorating Black Tot Day with the traditional cry of “Up Spirits!” which once signalled time for the rum ration to be handed out on board Royal Navy ships.
Festivities are set to take place around the country with Black Tot Day point-of-sale materials available to all stockists.
Leading cocktail bar Lab in Soho, London, has put together a limited-edition drinks menu featuring five cocktails, from the Navy Swizzle to the Pusser’s Grog.
Peter Thornton, brand manager at Pusser’s, said: “With this year being the big 45th anniversary, we have had a great response from venues throughout the country for our POS – and what better way to commemorate the end of the tot than by enjoying an ‘Up Spirits’ with your feet in the sand!”