This year’s London Cocktail Week has been declared a success after attracting 25,000 visitors in its eighth year.
Matching the total number of people who took part last year, the figures revealed a more evenly-spread attendance at participating bars thanks to a new app replacing traditional wristbands.
DrinkUp.London introduced the free-to-download app which people could use as a pass for the festival which ran from October 2 to 8. It also provided information on the programme and the bars offering special cocktails on the Cocktail Tours.
DrinkUp.London founder Hannah Sharman-Cox, who spearheaded the development of the app, said: “We knew that in order to maintain DrinkUp.London’s trajectory of growth across all events and manage that growth in an environmentally sustainable way, we’d have to go digital. We’re thrilled with how the app has been received by venues and consumers alike.
“The app also gives us a lot more access to data on how many people are actually using their Festival Pass and how often, which we’ve never had before, and is a tool our customers can use outside of the festival time, giving us a touchpoint with them all year round.”
Early figures show that the launch of the app resulted in more evenly-spread attendance to the bars on the Cocktail Tours, with venues in the less central areas seeing an increase in visitors.
London Cocktail Week hit the current level of attendance in 2016 when the number of wristband wearers rose from 20,000 to 25,000 year on year. The hub was at The Cocktail Village at Old Spitalfields Market (pictured).
Siobhan Payne, director of London Cocktail Week, said: “London Cocktail Week is all about making London’s fantastic scene more accessible to thousands of people, educating them, and hopefully nurturing another batch of mindful cocktail drinkers in the capital.
“A successful first ‘digital’ year suggests the numbers we can reach in the future are unlimited – and that is incredibly exciting.”
The app – available on iTunes and Google Play – also works outside of London Cocktail Week, offering location-based bar-finding searches including category searches by bars specialising in tequila, rum, gin, scotch whisky and wine. DrinkUp.London also runs London Wine Week and London Beer Week.