World Gin Day is to be expanded this year with a four-day festival in London, featuring pop-ups and special cocktails at selected bars.
With the annual celebration falling on June 9, World Gin Day’s chief Emma Stokes is developing the festival in partnership with DrinkUp.London, the media platform and events company behind London Cocktail Week.
It will run from June 7 to 10, with a selection of over 75 of London’s best bars providing bespoke £6 gin cocktails for those with a festival pass, under the banner of Gin Tours. It will also serve as a trial for rolling out World Gin Day festivals to other cities.
The Gin Tours and pop-up events will be promoted through a dedicated World Gin Day London area on the DrinkUp.London website, similar to other festivals such as London Wine Week, London Beer Week, Espresso Martini Fest and London Cocktail Week.
Emma, who is also known as Gin Monkey, said: “I’m incredibly excited to be working with the team at DrinkUp who will bring their many years of experience and provide a tried-and-tested platform to promote World Gin Day to a wider audience.
“It was a partnership that immediately made sense. London’s my home and I can’t wait for gin fans to take part in this brilliant festival, showcasing the best bars and brands across the city.”
Bars will be invited to take part in the inaugural event free of charge, like all other DrinkUp.London festivals, and will retain 100% of their revenue.
Gin cocktails will cost £6 for those with a £10 Festival Pass, and the full bars list and event timetable will go live online at DrinkUp.London and within DrinkUp.London’s free app.
World Gin Day London will also work in partnership with other events tying in with World Gin Day, such as Gin Foundry’s Junipalooza to aid promotion and reach for its Meet The Maker show at Tobacco Dock on June 9 and 10.
Hannah Sharman-Cox, founder of DrinkUp.London, said: “What Emma has created for World Gin Day so far has been incredible, and we really look forward to working alongside her and tapping into the thousands of cocktail lovers always looking for a new opportunity to ‘Drink Up London’.”
Brands wishing to be involved in the inaugural World Gin Day London event – either through bar partnerships or by hosting an official World Gin Day London event, promoted directly to the DrinkUp.London database – should email firstname.lastname@example.org.
World Gin Day began in 2009 and is now celebrated globally. Last year, #worldginday was trending globally on Twitter with a record 53,195 tweets from 24,709 contributors. On Instagram, there were 10,672 posts from 8,659 contributors, resulting in 26,130 likes and 1,593 comments. The official website at worldginday.com had 55,879 page views from 32,782 visitors.