Last month, the Wonderworks team attended London Cocktail Week 2023, diving headfirst into the thrilling world of cocktails in the heart of London. From immersing ourselves in various brand activations to discovering hidden gems among the city's bars, our team of drinks brand specialists had an unforgettable experience.

London Cocktail Week is an annual celebration of the vibrant cocktail culture in London, where enthusiasts and connoisseurs gather to explore a diverse array of cocktails and cocktail experiences throughout the city.

Innovation Within the Serve Space

The world of mixology is ever evolving, and it's fascinating to see the creative trends that are shaping the industry. In our LCW 2022 report last year, one of our key takeaways was accessibility. We noted how mixology was shifting back to simplified and refined creations made up of three ingredients with an emphasis on quality spirits. This year, we've observed a continued focus on quality ingredients and spirits, but also a resurgence of retro cocktails with additional unique ingredients and creative twists.

At Hacha Agaveria, we discovered the unusual world of Cymatics mixology. This revolutionary approach uses sound waves to mix cocktail ingredients, instead of the traditional stirrer, influencing the flavour in unique ways. Deano Moncrieffe, co-founder and Agave expert introduced us to the concept: pour all the ingredients into a Perspex box, drop a speaker into it, and play a song. One of the cocktails we had the pleasure of trying was Red Alert, a captivating reinterpretation of the Paloma, featuring Tequila Ocho, Hibiscus, Yuzu, Empirical Symphony 6, and Grapefruit Soda.

During a private introduction at Maison Assouline, the Hapusa Himalayan Dry Gin team invited us to experiment with unique herbs, ingredients, and serve presentations. They elevated a classic Negroni with a Timbur Sichuan pepper, topping it off with torched cherry tomatoes to tantalize the palate. Their Buransh Highball incorporated Dalle chilies and Buransh flowers, making it a delicious journey with every sip.

These unique twists and approaches to classic cocktails herald an exciting new wave in mixology. We're eagerly anticipating how brands will differentiate themselves by embracing these innovative serve rituals. We're excited to push these boundaries with our clients in 2024.

Agave Taking Over the Scene: Is Tequila the New Gin?

According to The Spirits Business, UK Tequila sales surged by a staggering 94% in March 2022. This growing trend can be attributed in part to positive consumer trends, celebrity involvement in the category, and the rise in cocktail consumption. At this year's London Cocktail Week, we couldn't help but notice the increasing presence of agave-based cocktails on curated menus, a trend we wholeheartedly embrace.

It felt only natural to attend the special Patrón Tequila tasting at Swift Borough, hosted by the current UK Brand Ambassador, Gianluca Pavanello Canella. Gianluca dedicated most of the evening to educating us on Tequila, covering its history, production process, and the key ingredient: blue agave. Throughout the evening, we had the opportunity to sample the three classic SKUs: Silver, Reposado, and Añejo. We had a sneak peek of one of their newest offerings, Patrón El Cielo, which we would describe as an almost perfect balance between Patrón Silver and Patrón Añejo.

While Tequila's popularity continues to rise in the UK, it remains uncharted territory for many. We were thrilled to see influential brands such as Patrón Tequila take it upon themselves to demystify this drink and familiarize curious consumers with its possibilities. From Palomas at Café Pacifico, Margaritas at Hacha, to our personal favourite, The Chapala (Patrón Silver, Green Apple Martini Ambrato, and Lime) from Swift Borough, the Wonderworks team is delighted to see Tequila gaining more prominence in the world of cocktails.

As always, London Cocktail Week 2023 was an amazing experience, and we're eagerly looking forward to witnessing how these trends and B2C marketing strategies will evolve this upcoming year. If you'd like to explore marketing opportunities for your brand within this dynamic and ever-changing industry, please don't hesitate to get in touch!