East London Liquor debuts experiences at new brand home
Spirits producer East London Liquor Company has launched a series of consumer experiences at its new brand home in London Fields.
Designed in-house by the East London Liquor team, the new brand home in Mentmore Terrace is a modular space. Its front office doubles as a bar, with a purpose-built blending room behind it.
The site has been shaped for trade visits, blended whisky sessions, tastings and gatherings ‘of all sizes’.
Alex Wolpert, founder of East London Liquor Co, said: “Our new brand home is built to bring people into the way we think about flavour – up close, hands-on, and without any of the usual barriers. Everything we’ve created here is about making the world of booze more open, more fun and more East London. Whether you’re blending whisky for the first time or tasting your way through our range, we want people to feel part of what we do.”
Now available to book, the new programme of consumer experiences invites drinkers to get ‘hands-on with the flavour-led world that defines the East London style’.
Each of the experiences has been created as a ‘welcome mat into the world of booze’, suitable for both beginners and connoisseurs.
The ‘Drink East: full range tasting’ experience is described as a no-faff dive into what makes East London spirits what they are.
Beginning with a cocktail, guests will hear the story of the brand before tasting the full range, from gin to whisky, served alongside candid, lively commentary. It will run for approximately an hour and can accommodate up to 12 people for £35 (US$47) per person.
Meanwhile, the ‘East End Blender: blend your own whisky’ experience starts with a welcome cocktail. Guests are then welcomed into the blending room for an introduction to how East London whisky is made.
Guests will then taste their way through a lineup of whiskies to build their own blend, leaving with a sample bottle to take home.
The experience runs for approximately two hours and is available for up to six people at a time. It is priced at £75 (US$100) per person.
The team is also able to tailor the space for ‘everything from presentations to parties’, with flexible capacities across the office and blending room.
The site can offer front and back bars, Wi-Fi, speakers, projector, fridge and freezer, sink, glass washer, ice machine and beer dispensers.
In October, East London Liquor released its flagship blended whisky, East London Threads: Blended Whisky, after a year of developing the ‘perfect blend to unite beginners and connoisseurs alike’.
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