London Cocktail Week, have today announced that the 2021 festival will once again be supporting andchampioning the London on-trade by extending to the full month of October.
In 2020, the month-long spotlight on London’s bar scene alongside the increased footfall at a time when it wasneeded the most was a lifeline for the venues involved - and this was reflected in the positive feedback received.
Consumers also applauded the extended festival in 2020, with 96% of those surveyed after the event requesting itremain as a month. They cited the additional dates gave them more opportunities to visit bars they’d not been tobefore, try spirits and cocktails they’d not tried before as well as support the London on-trade.
For the second year, Hannah Sharman-Cox and Siobhan Payne, the Co-Owners and Organisers of LondonCocktail Week have confirmed that The Cocktail Village won’t be taking place, in order to reinforce theircommitment that supporting London’s bars will be the heart of the festival activities. Instead, The CocktailTours, alongside a full programme of in-venue events, will celebrate the best bars in the capital, driving muchneeded footfall and revenue.
Speaking of the plans, the pair say “We all hoped that by this time in 2021, the industry would be in a much morepositive position, however, the situation for our bars has only become more and more serious. So, once again, wewant to step up to the responsibility of what London Cocktail Week can do for our city - it is our duty to use ourplatform to help rebuild our incredible trade.”
The timings of the proposed governmental roadmap for easing restrictions, as well as the progression of thevaccine rollout, means that London Cocktail Week is well-placed in the calendar to boost consumer confidence toget back into the on-trade. This is especially important for those venues without outdoor seating who will behoping for a strong final quarter. Once again, the festival will put the safety of guests first and in 2020, 98% ofattendees said that London Cocktail Week felt like a Covid-safe way to explore the city.
More than anything however - the extended London Cocktail Week will be a fantastic opportunity for the tradeto reconnect - giving a reason to come together and celebrate the end of such a difficult time.