The world's biggest city-wide cocktail festival pledges to support the London on-trade with new focus
The month-long event is supported by Brown-Forman, Diageo, Edrington-Beam Suntory and Moët Hennessy, as well as 26 other brands, who have joined forces with the festival's co-owners Hannah Sharman-Cox and Siobhan Payne, plus the Whisky Exchange's Rajbir and Sukhinder Singh, to make sure the festival can go ahead.
In a bid to support London's hospitality scene, which has been hit so hard by Covid-19, London Cocktail Week's format will be adapted. The Cocktail Village won't run this year, but instead efforts will be focused on driving revenue to partnering venues.
'Fresh commitments' to help raise customer confidence, support responsible operators and boost supply chains through the £6 cocktail tours, in-venue brand activation and a new at-home element are all on the cards.
'We’ve worked tirelessly for a decade to put our city firmly on the map as the cocktail capital of the world and we now occupy a unique position as the conduit between drinks brands, bars and thousands and thousands of consumers,' said Sharman-Cox and Payne.
'As such,' they continued, 'we feel it is our duty to use our platform and our voice to provide a solid, trusted foundation to support small businesses within our trade, and help get the London bar scene back where it should be. We feel hugely grateful for the incredible backing of this mission from our sponsors and believe that London can act as a blueprint to show other major cities around the world what can be achieved when an industry shows a united front in the face of adversity.'
Night Czar for the Mayor of London, Amy Lamé, expressed her support: 'London’s bars and pubs are at the heart of life in the capital. They are community hubs as well as important local employers, so I’m really pleased that this festival can play its part in rebuilding the hospitality industry in the weeks and months ahead.'
Find out more on London Cocktail Week's new website: londoncocktailweek.com