Tanqueray, Ketel One and Haig Club to stage immersive experience at London Cocktail Week

Premium spirit brands including Tanqueray, Ketel One and Haig Club are curating experiences at World Class House, a drinking destination showcasing the finest spirits and the best cocktails.

World Class House: taking place during LCW
World Class House: taking place during LCW

Spread across five stories and located in Piccadilly Circus in London, the World Class House is taking place from 3-10 October, as part of London Cocktail Week. It will immerse visitors in a journey spanning the past to the future. The ground floor will have two bar areas - a Retro bar and a Future bar, where visitors can enjoy cocktails centred around brands including Don Julio, Tanqueray, Ketel One, Bulleit Bourbon and Haig Club, alongside specially-curated menus. 

The Retro bar celebrates the iconic history of the cocktail with a classic twist on nostalgic flavours, while the Future bar transports visitors from the past into a world of unknown future cocktail craft.

Venture further ‘Into the Unknown’ to discover five brand experiences hosted by bartenders and brand ambassadors, featuring interactive cocktail making masterclasses. 

Tanqueray No Ten will host the 'Future Forest', filled with herbs and botanicals, where visitors can pick ingredients to create their own bespoke cocktail, while the Ketel One Kitchen will preview the Ketel One Bloody Mary of the future, with variations on temperature, flavour and spice, topped with garnishes. The House of Haig will immerse guests in style and taste, while the Bulleit Barista Booth will create a sensorial journey of smell with one of the UK's first Bulleit Bourbon barrel-aged coffees. The #LoveScotch area will encourage guests to choose cocktails based on mood, featuring brands including Talisker, Lagavulin, Singleton and Johnny Walker and to take four sensory challenges based on look, listen, learn and touch. 

Chivas Regal has devised a whisky blending activation taking place during LCW while Fentiman's is launching an apothecary-style pop-up.

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