The U.S. is still struggling with containing the COVID-19 pandemic, but across the pond, life is slowly moving out of quarantine. Today, the team behind London Cocktail Week announced that they will, indeed, stage a live LCW—with a few COVID inspired changes—in the Great Wen this autumn.
To help drive funds to the besieged service industry, London Cocktail Week will grow beyond their name. The event will last through the entire month of October. In addition, the popular Cocktail Village will take a one year hiatus for safety reasons.
“We’ve worked tirelessly for a decade to put our city firmly on the map as the cocktail capital of the world and we now occupy a unique position as the conduit between drinks brands, bars and thousands and thousands of consumers,” declared a joint statement from LCW Co-Owners/Organizers Hannah Sharman-Cox and Siobhan Payne.
“As such, we feel it is our duty to use our platform and our voice to provide a solid, trusted foundation to support small businesses within our trade, and help get the London bar scene back where it should be. We feel hugely grateful for the incredible backing of this mission from our sponsors and believe that London can act as a blueprint to show other major cities around the world what can be achieved when an industry shows a united front in the face of adversity.”
The event will focus on showcasing and bolstering London’s impressive roster of craft cocktail bars through drink tours, specials, on-premises activations, and a new virtual component.
“I think London Cocktail week represents a chance to grab back some of the lost momentum within our industry. I think it will help everyone reconnect with the general public and could serve as a small reset, hopefully drawing a line under Covid-19,” mused Sly Augustin, Owner of Trailer Happiness.
The announcement also drew support from city officials. According to most estimates, the hospitality industry represents about 500,000 jobs in the city
“London’s bars and pubs are at the heart of life in the capital. They are community hubs as well as important local employers, so I’m really pleased that this festival can play its part in rebuilding the hospitality industry in the weeks and months ahead,” commented Amy Lamé, Night Czar for the Mayor of London.
The event will also have plenty of corporate firepower. Brown-Forman, Diageo, Edrington-Beam Suntory, and Moët & Hennessy are all onboard. 26 individual brands are also signed up.
Keep an eye open for more details in the weeks to come.