In pictures: Diageo's London Cocktail Week Hub in Soho

Diageo's The World Class London Cocktail Week Hub showcases experiences from its Tanqueray No. Ten, Ketel One Vodka and Haig Club brands.


The hubwhich has been created with agency TBA, features the Tanqueray Art Deco Bar, where visitors are invited to create a French 75 cocktail inspired by the 1920s, meanwhile the Ketel One Vodka Kitchen is hosting cocktail masterclasses.

Luxury whisky, Haig Club is activating a branded dining room, where attendees have the chance to learn to make a classic Negroni, plus uncover how the beverage can be paired with desserts. 

The space also features The World Class Bar, where consumers can stop off for a cocktail created by World Class bartenders, and The World Class Bartender’s Studio offers budding bartenders the chance to practice their skills.

There is also an interactive gift shop for those looking to take a piece of the action home with them. 

A London Cocktail Week wristband is required to enter the space, however the branded experiences are free for those with wristbands.

London Cocktail Week is taking place from 5-11 October across two key locations - the Soho space and Old Spitalfields Market, meanwhile venues across the capital are also taking part. 

View our video interview with Siobhan Payne, the director of London Cocktail Week, here. You can also check out our gallery of activations at Old Spitalfields Market here

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

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