Top five experiential stories of the week

AB InBev, Cadbury and the Crystal Maze feature in our list of the most read stories from the past seven days.

AB InBev enlisted the services Fred Sireix - star of Channel 4’s First Dates
AB InBev enlisted the services Fred Sireix - star of Channel 4’s First Dates

AB InBev’s beer bicycle

AB InBev teamed up with Deliveroo to launch the first tandem bicycle beer delivery service, in London, last week. Promoting its beer brands such as Budweiser, Corona and Stella Artois, the company also enlisted the services of star of Channel 4’s First Dates show Fred Sireix - general manager at Michelin-starred restaurant Galvin at Windows.

He accompanied a Deliveroo driver to three households where he gave tips on entertaining and serving beer at Christmas.

Cadbury Christmas filled grotto

On Tuesday (1 December) Cadbury opened the first door on its advent calendar truck tour to reveal a chocolatey Christmas grotto. Liverpool was the first to receive a visit from the truck, which contained a chocolate fireplace, a Santa’s table and chair made from Wispa bars, and a rug made from Cadbury’s Roses.

The Crystal Maze finds venue

The Crystal Maze will be located in north London (Little Lion Entertainment)

News that a venue has been secured for next year’s Crystal Maze experience was also a popular story this week. The live experience, based on the popular 90s television show of the same name, is due to open to the public in March, following a successful crowd-funding campaign.

A 30,000 square foot space has been secured between Kings Cross and Angel in North London, where visitors will soon get to experience five zones, including Aztec and Medieval.

Sipsmith ski lodge

Sipsmith's ski lodge at The Well will close in February

Spirits distillery brand Sipsmith is to launch a pop-up ski lodge bar within The Well, in London’s Clerkenwell. The Alpine retreat will feature a range of winter cocktails, while The Well will also be providing canapes and bowl food options. The space will be open until February and is available for private hire.

Arla Foods’ milky Christmas tree

The installation was revealed on the South Bank today (2 December)

Dairy company Arla Foods unveiled a Christmas tree made entirely from milk bottles on London’s South Bank this week. The installation marked the beginning of its festive campaign White Wednesdays, which aims to highlight new research that shows that the public is keen to get behind farmers, during what is currently a volatile period for milk prices.

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