From experiential and guerrilla marketing to viral campaigns and pop-ups, EventStream is where we comment on the events that have caught our eye from across the world. Today’s Eventstream is focusing on the upcoming, annual, London Cocktail Week. For those that don’t know, London Cocktail Week is a seven day festival, October 3-9, celebrating London’s cocktail scene, main attractions include a £5 cocktail served in each of the 200+ bars involved, fun events including cocktail making, pairing and tasting sessions and a cocktail village, hosted in Shoreditch’s Old Spitalfields Market.
London Cocktail Week
What’s on offer
As amazing as this all sounds, it gets even better, entry to this event is a mere £10 which gets you a festival pass, granting you access to:
£5 cocktails in every bar involved in the festival, that’s over 200 of them!
A festival guidebook, giving you the lowdown on what events are happening and which bars to visit.
Unlimited entry to the Old Spitalfields Market, where all cocktails are £5!
Access to exclusive events ranging from cocktail masterclasses to food pairing sessions.
A host of other offers specific to bars involved in the promotion including food, bottles and of course cocktails.
Why it works
It is very rare to pull off an industry-wide promotion on this scale and we must tip our hats to the people at London Cocktail Week for managing such a mammoth task every year, and consistently improving on their last performance. Overall, we can only see this year’s London Cocktail Week following suit, with 87% of last year’s 40,000 attendees saying they were likely to return this year. Add this to the 125,000 £5 cocktails sold across participating bars (drinkup.london), and it is safe to say that London Cocktail Week is a perfect example of a well executed experiential campaign. It appears that London Cocktail Week has cracked the experiential formula, providing an experience mutually beneficial to consumers and brands. By enticing consumers to return with its engaging content and keeping industry traders involved with a healthy ROI, the annual Mixology festival has consistently nailed it. For those who missed out last year, or if your memory is a little fuzzy, here’s a taster of what’s to come.
For more information about London Cocktail Week, check out their website and, If you’re thinking of running an experiential campaign or event let us help! For your experiential and promotional staffing needs, contact us.