60 seconds with...Fentimans' Jaala Pickering

Fentimans' event marketing manager, Jaala Pickering discusses the brand's recent activation at London Cocktail Week (LCW) and its plans for the future.

Fentimans' Jaala Pickering
Fentimans' Jaala Pickering

Botanical brewery brand Fentimans launched a pop-up at seafood specialists, Wright Brothers Spitalfields to coincide with LCW 016, which took place from 3-9 October. The Market Terrace of the Wright Brothers restaurant was transformed into ‘The Fentimans Apothecary’ with a market side entrance next to the hub of London Cocktail Week. The terrace was filled with natural botanicals such as those used to make Fentimans Botanically Brewed Beverages.

Why did you go for an apothecary theme?

The apothecary theme is something I’ve been wanting to do for a while as it incorporates the heritage of Fentimans and the nostalgic element you get from the drinks – especially the cherry cola which reminds me of those retro cola cubes and the dandelion and burdock which has a slight medicinal element to it.

As we use the finest botanicals in the brewing process and our heritage dates back to 1905, the apothecary theme seemed like a perfect fit and it worked well in the space at Wright Bros.

What key messages do you want consumers to take away from your events?

I want consumers to take away the premium quality of the brand and the amount of time and care that goes into making each drink. The botanically brewing process is something we’re really proud of and it’s this technique that has been passed down from Thomas Fentimans himself.  Each drink is made with the finest botanicals and brewed for a full seven days before it’s ready for consumption.

There are a number of drink brands hosting masterclasses at LCW; how do you make yours stand out?

 Our masterclass is all about education, we want to enable people to have the confidence to recreate these drinks at home with some basic knowledge of ingredients and technique.  We don’t overcomplicate it, our mixers are designed to create a simple serve by adding a quality spirit and the right garnish.  It’s all about finding the right combination for your palate.

What plans do you have for your next experiential activity?

We don’t have anything confirmed yet.  This year we launched three pop-ups and attended seven festivals, which is the most we’ve ever done.  We’re now at the planning stage for future events, but nothing is set it stone just yet.

What will be the big focus for your brand in 2017? Particularly with events and experiential?

We’ve just launched our new range of mixers into Waitrose so I think there will be a big focus on education around these and how people can make exciting cocktails at home.  Our 'Magically Mixology Masterclasses’ were a massive success at the festivals this summer and I’d like to bring these back again for 2017 on a larger scale.

Last year, Fentimans transformed Salon Noir,  the top floor of private members bar L'Escargot, into a Victorian style greenhouse.

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