A decade is some staying power in the festival world. The organization behind London Cocktail Week, DrinkUp.London, earned the right for some back-patting heading into the fest’s tenth year in 2019. In honor of the birthday, several new features were unveiled by the team.
“Ten years is a significant milestone for us, we are extremely proud that our hard work has paid off, and we continue to be relevant to the huge number of cocktail lovers we attract to our festivals, events and website,” said DrinkUp.London MD and Founder Hannah Sharman-Cox in a statement.
For starters, London Cocktail Week outgrew its name. In 2019, the ‘week’ will be expanded to to ten days (allowing for two weekends of the beverage bonanza). The anniversary edition will also include some special touches paying tribute to the highlights of past LCW’s.
In addition, DrinkUp announced that they will be expanding their roster of mini-fests. Scotch Whisky Weekend and Cognac Cocktail Weekend will join existing favorites like London Wine Week and World Gin Day.
The mini-fests will follow the regular Drink.Up format of a decentralized fest. Cocktail destinations across London will offer themed drink specials for £6. In 2019, there will be no base fee to participate, instead one simply needs to download the free mobile app to qualify for the deals.
“It’s very exciting for us to be adding more events to the DrinkUp calendar in our tenth year, supporting our partnering venues and encouraging consumers to be more discerning about what they drink,” commented Director of Festivals for DrinkUp.London Siobhan Payne.
Scotch Whisky Weekend is first on the slate, scheduled for January 23rd to 27. The dates intentionally overlap with Burns, Night, a holiday celebrating Scotland’s most famed writer as well as the trinity of Scotch Whisky, oration, and haggis.