'Soho Calling' cocktail initiative launched to help maintain alfresco dining

Millie Milliken

Millie Milliken

03 September 2020

For the month of September, operators in Soho are offering customers a free cocktail to raise money for Save Our Soho campaing

Created by industry legend Dre Masso, Soho Calling combines Beefeater gin with Masso's homemade hibiscus syrup, before being topped with soda water and garnished with a sprig of mint.

All customers have to do is donate to the Save Our Soho fund and provide proof of donation at participating restaurants for a free cocktail when they dine, Monday to Wednesday, from 7 September until the end of the month.

The Soho Summer Street Festival was launched during Covid-19 and helped 90% of Soho businesses to reopen in the newly pedestrianised zone. Over £6,000 is needed weekly to cover security fees, which is currently covered by operators who have just come out of the chancellor's Eat Out To Help Out scheme. With less incentive to visit hospitality venues early week, customers will hopefully embrace this new scheme and help operators cover the costs.

'I’ve designed this cocktail to help save Soho, which is still in trouble,' explained Masso. 'I have worked and enjoyed Soho over the years and, essentially it is a "thank you" cocktail if you are able to donate to the cause.'

Restaurants already involved include Hoppers, Lina Stories, Ceviche, Groucho, 40 Dean Street and the French House

Get involved at savesoho.co.uk.

Related content

News |  People & Places

Soho Summer Street Festival initiative launched to save local hospitality

Numerous Soho venues are backing the campaign to pedestrianise the area and relax licensing measures to allow them to serve patrons outside.

News |  People & Places

Is alfresco hospitality the answer to reopening the drinks industry?

As Lithuania's Vilnius' recent adoption of outdoor hospitality caused speculation as to how UK hospitality businesses could reopen amid the covid-19 crisis, we explore whether alfresco drinking is a viable option in the not so distant future.

News |  Wine

New initiative to raise money for Lebanon launched

Renowned PR practitioner Madeleine Waters has launched an initiative to raise money in the wake of the Beirut explosion.

News |  Wine

BAME Wine Professionals initiative launched

The new scheme aims to shine a light on wine talent in the Black, Asian and minority ethnic communities and has been created by Mags Janjo of MJ Wine Cellars and Jancis Robinson MW.