Festival organiser to open whisky bar in Birmingham

Amy Seton

The team behind Birmingham’s whisky club and festival are to open their first bar, offering over 300 different whiskies.

The Whisky Clubs Group is developing The Birmingham Whisky Club bar within the Museum of the Jewellery Quarter in Vyse Street, Birmingham, on February 14. See below for an image of how the bar will look from design studio Intervention Architecture.

The whisky list has been curated with a focus on interesting whiskies that have not been poured in the city before, underpinned with a range of everyday drinking whiskies at affordable prices.

Tasting flights will be available, each telling a tale through whisky. They include “Amateur Dramatics”, a beginner’s guide with four specially chosen drams, and “Under the Cherry Blossom Tree”, a journey through Japanese whisky. The “Whisky Stories” will be presented at the table with a written guide for drinkers to taste through at their leisure.

There will also be a small selection of premium spirits, wines and beers that reflect the whisky story such as barrel-aged beer, gins from whisky distillers and aged gins.

Although not exclusively a member’s bar, memberships are available that will give access to special events and discounts. The bar will open Wednesdays to Sundays from midday to midnight.

Amy Seton (pictured), founder of The Whisky Clubs Group, said: “I set up my first whisky club back in 2011. Since then it’s gone from strength to strength with our festivals selling out in a matter of weeks. Setting up a permanent home for our members felt like the next natural step.

“The bar is designed to be a home from home for whisky lovers and we want to bring new people into the category. The bar will cater for everyone from the whisky aficionado looking for a rare dram to the complete novice who’s just starting their whisky journey.”

Throughout the year The Birmingham Whisky Club bar will be working with brands to bring tasting events to the city. “We’re taking a different approach to brand activation”, Amy added. “Since setting up the whisky club six years ago we’ve developed great relationships with brands and we now want to take that to the next level.

“We’re working with some interesting brands who will get a dedicated month at our bar and we will work with them to create a bespoke package of events and content-driven marketing.

“This will offer brands an opportunity to really get under the skin of the Birmingham whisky scene, speak directly to our growing database of whisky lovers and introduce new drinkers to the category.”

Ahead of the official opening, there will be a Burns Bar pop-up on the site on January 27 and 28. The bar will be open to everyone who wants to get a preview before the refurbishment is fully complete. There will be a free dram on arrival plus a good selection of beers, wines and spirits for non-whisky drinkers. Click here for further details.

The Whisky Clubs Group is behind the Whisky Birmingham festival, which is next being held in Digbeth on March 3.

birmingham whisky club bar

Previous Disaronno hunts innovation in new strategy for The Mixing Star
Next UK launch for French aperitif made with ruby red grapefruit