In pictures: Tanqueray opens Drawing Rooms

Diageo-owned gin brand Tanqueray partnered with brand experience agencies Devries Slam and TBA to launch an at-home cocktail party experience last night (12 November).


The Tanqueray Drawing Rooms is located in a townhouse, owned by The Georgian Group, on Fitzroy Square in central London. Following a press launch last night, the house will be open for approximately 200 consumers to explore on 13 and 14 November, with tickets available through events website YPlan.

The décor of the space has been themed around a 1930s cocktail party, with vintage posters of Tanqueray, fur stoles and furniture from the era displayed throughout the house. A bar situated upstairs will be staffed by brand ambassadors, including UK World Class bartender of the year 2014 James Fowler.

Other experiences on offer include a photobooth complete with a dress-up box filled with masks and period accessories, a headpiece-making workshop run by The Indytute and a male styling experience located in the venue’s drawing room. Guests can also explore the venue to discover a hidden Martini bar. 

Helena Bloomer, managing director at Devries Slam, told Event the first night of the activation was considered a success by the brand, with the venue running at capacity all evening. She said: "We came up with the concept of The Tanqueray Drawing rooms to capture and celebrate the birth of the cocktail hour. With the wealth of speakeasy experiences currently available, our strategy was to tap into the unexplored era of post-prohibition, when gin and entertainment moved into the home, and take the gin pop-up to the next level. 

"This unique take created a new type of event whilst fully immersing guests in the Tanqueray brand world."

The Tanqueray Drawing Rooms is part of the #TanquerayThursdays series, which aims to educate Londoners in the top ten coolest experiences in the city with exclusive Tanqueray cocktails are available at each destination.

Running until 11 December, events include an evening at Forza Winter, Swingers crazy golf in Shoreditch and a Candlelight Club Halloween night.

TBA also worked with Diageo for London's Cocktail Week in October.

Case study: Devries Slam worked with Accolade Wines in August to launch an Echo Falls limited-edition range in London's La Galleria Pall Mall.

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