London Cocktail Week dubs itself, ‘The world’s greatest celebration of cocktail culture,’ and it’s one of our favourite events to attend each year. This year they celebrated their fifteenth anniversary, marking the occasion with bigger and better brand activations than ever before.

With so much on offer to celebrate the diversity and rich cocktail culture of London we headed out for three evenings of cocktail-fuelled fun to see what’s happening within the on-trade and keep our finger on the pulse for new trends, insights, and activations across the drinks industry.

The week kicked off with a bang, as the team set out to experience the best the on-trade had to offer across four premium accounts - The Pheonix Bar, Swift Soho, Mele e Pere, and Thirteen.

Here are our three key takeaways:

1.         Bartenders tap into culture and flavour diversity to craft cocktails that spark delight.

Cocktail menus are pushing the boundaries of traditional mixology by incorporating ingredients from across the globe like Darjeeling and oolong from Asia through a taste of the tropics with guava spiked serves. Each leans into consumer’s love for travel and embracing new cultures in their drinking and dining experiences.

2.         No and Low options have become the social norm

Having delicious, elevated no and low options on the menu throughout LCW has become increasingly important. With a third of Gen Z consumers not drinking at all, bars see the importance of offering them a ‘treat yourself’ moment without the alcohol. We loved Swift Soho’s take on an alcohol-free Scroppino with elderflower and Darjeeling kombucha.

3.         Classic cocktails take on a modern twist

The resurgence of classic cocktails crafted with premium ingredients has become a defining trend in the cocktail scene throughout 2024. Bartenders are putting their creative flair on serves and transforming familiar territory into something new. We thoroughly enjoyed the Negroni, which packed a punch, Campari, and Tanqueray Gin and garnished with a coffee-infused orange slice.

The Quiet Luxury Trend Enters The Drinks Industry

The quiet luxury trend reminds us that luxury can appear paired back and simple whilst oozing premium. The days of flashy, ostentatious experiences are long gone as people look for more refined evenings, like the whisky and cheese pairing event we attended as part of The Connoisseur's Collection, a programme of luxury cocktail experiences created especially for London Cocktail Week.

An experience hosted at HIDE comprised three cocktails made with whisky from across the globe, accompanied by hand-selected cheeses and chutneys. The cocktails, created by head bartender Jeanne Mathieu, featured carefully chosen ingredients, and paired perfectly with the different whisky profiles.

The event promised an intriguing exploration of flavours and showcased the importance of carefully considering every detail to offer an experience that goes above and beyond. What we loved was that it showcased three premium whisk(e)y brands, Angel's Envy, Aberfeldy, and Teeling, whilst remaining warm, friendly, and approachable.

Welcoming newcomers into the whisky sphere alongside long-standing whisky fanatics. 

Taking Tasting Rituals To New Heights

The tequila trend is booming and not one we see dying off any time soon. 818 hosted a tequila masterclass which the team was excited to attend. The evening consisted of a 45-minute session, complete with two refreshing tequila cocktails, and led by 818 Tequila’s Head of Operations, David Yan Gonzalez who has over 25 years of experience in the industry.

David was full of incredible knowledge and insight on the tequila category and the 818 brand itself but one thing we loved was his tasting ritual which truly allowed us to experience the depth of flavour like never before.

The six-step process showed us how to use all of our senses and full taste palette to uncover the layers of flavour across the entire 818 portfolio and uncover a deeper appreciation for the liquid.

A reminder that incorporating ritual into drinking experiences allows the consumer to make new connections and leave feeling like they’ve learned something new they can share with others. A simple, yet effective tool to keep your brand top of mind.

As always, London Cocktail Week 2024 was an amazing experience, and we're eager to take these trends and learnings, incorporating them into marketing strategies for our clients.  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!