The Whisky House

A unique experience showcasing Diageo whiskies

The Challenge

To a create an hub for consumers (in lieu of the usual London Cocktail Week Village) that celebrates Diageo’s whisky portfolio, giving guests an unforgettable experience whilst adhering to new and unprecedented Covid-19 regulations.

The Detail

London Cocktail Week returned in 2020 for the full month of October. The Cocktail Village was not running this year which gave Diageo brands a chance to create a hub of activations, helping to bring life back into the hospitality scene.

We worked alongside Diageo and Goods Way (part of Venue Group) to create the Whisky House. A unique pop-up showcasing the versatility of Diageo’s whisk(e)y brands, with three curated bars under one roof:

The Malts Locker in Nola – featured a one-time only chance to taste the rarest and most coveted whiskies in Diageo’s collection. With tasting flights exploring flavour and origin, and oyster, donut and whisky pairings.

Whiskey Rock’N’Roller in Sweetwater – a laid back cocktail bar with Bulleit, Roe & Co. and Guinness table-side experiences delivered by cocktail trolley to guests tables.

Lafayette – the bustling live music space hosted a full month of programming, with World Class Drinks at Home masterclasses and cocktail geekery sessions from Crucible. All live-streamed for those at home to also get involved.

Results

•  1,800 x Table-Side Cocktail Experiences

•  115 x Masterclasses

•  25 x Pieces of Media Coverage

•  795,855 x Coverage Views (estimated)

•  1,600,471 x Total Social Visibility (paid)

Impact

The versatility of Diageo’s whisky portfolio was showcased effectively across the different venues within Goods Way. The distinctive areas gave consumers the opportunity to explore each space and discover a new world of whisky at every stop.

Table-side experiences were an excellent way of imparting liquid knowledge in an engaging and impactful way, with the Malts Locker in particular becoming the talk of London Cocktail Week.