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Don Papa announces Philippines-inspired London residency

Filipino rum brand Don Papa is set to launch its “largest global activation to date”: a three-week residency in east London during which it will host events inspired by the Philippines.

The Casa Sugarlandia activation will offer drinkers a taste “of the Philippines’ culture, customs and flavours”.

From 20 May until 8 June, Don Papa will take over a two-storey venue on Great Eastern Street in Shoreditch, where it plans to offer the public a taste “of the Philippines’ culture, customs and flavours”.

The Casa Sugarlandia activation has been inspired by the Filipino island of Negros, known locally as Sugarlandia, where the sugarcane used to produce Don Papa is grown.

The event design will incorporate the fauna and flora of Negros, elements from the Don Papa bottle and individual items found in the island’s haciendas. A specially-commissioned neon sign created by artist Olivia Steele and a new Sugarandia-inspired animation by Mischa Ying will also debut.

The activation also sees the UK launch of Don Papa’s new global event campaign, Bar of Masks, which invites guests to choose and wear a hand-made mask. Elsewhere, a sugar-sculpting masterclass will take place.

Stephen Carroll, founder of Don Papa Rum, said: “We’re thrilled to showcase Don Papa and bring Sugarlandia, the spiritual home of Don Papa Rum in the Philippines, to life in such an immersive and spectacular way.

“Inspired by the island of Negros (aka Sugarlandia), where the unique sugarcane used to produce Don Papa Rum is grown, we are eager to share some of the innate mysticism of this extraordinary and eccentric place and celebrate its soul, personality and unique history.”

Programme highlights for the on-trade include weekly Bartender Brunches and a Dinner of Dons Filipino supper club. A Masked Karaoke event will also take place.

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