Diageo opens pop-up gin palace in London

18th March, 2013 by Becky Paskin

Diageo has partnered with bartenders Erik Lorincz, Diego Cabrera and Tristan Stephenson to open a traditional-yet-modern London gin palace in central London next week.

Tanqueray

The Tanqueray Gin Palace will run for three nights next week

Situated on Floral Street in Covent Garden from 26-28 March, the Tanqueray Gin Palace will be a modern reimagining of the traditional Victorian gin haunt.

“It’s exciting to be helping bring gin back to its London roots, working with the people who helped to define the last great moment for gin,” said Lorincz. “With the current trend for all things British, it is great to see a local flavour returning to the UK bar scene which has recently been dominated by US style speakeasies.”

The pop-up, which will serve a range of innovative gin-based cocktails by Cabrera (Le Cabrera, Madrid), Stephenson (Purl, London) and Lorincz (The Savoy), will mark the birthday of Tanqueray founder Charles Tanqueray.

It will also mark a 21st century renaissance for gin, sales of which have increase by 8% in London in the last year according to Nielsen data.

As such, Diageo is predicting a major comeback for the classic 19th century gin palace in London.

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