Diageo to open first World Class House in London

Alcoholic drinks brand Diageo has announced it will be launching a pop-up residency for bartenders and the general public in London to mark the final of its World Class Global competition, taking place in the capital.

33 Fitzroy Square, where Diageo World Class House will be located (Pure Consult)
33 Fitzroy Square, where Diageo World Class House will be located (Pure Consult)

The World Class House will be open for one week, from 28 July until 3 August, at London’s 33 Fitzroy Square – a five-storey Georgian townhouse with rooftop terrace. Agency TBA has been tasked by Diageo with the creation of the concept.

The venue will be taken over by Diageo, which said it will be bringing together a world of mixology, exquisite spirits and contemporary cocktail culture with pop-up bars and a series of memorable cocktail and food experiences.

Highlights of the World Class House will include pop-up art deco martini bars, Bloody Mary masterclasses, multi-sensorial rum tastings, world exclusive premieres of a short film featuring Jude Law, hidden speakeasy bars, spirits and cheese pairings and at-home cocktail mastery sessions.

Multi-sensory and gastronomic tasting sessions will be hosted in the venue by Zacapa rum, with renowned chef Jason Atherton, while Ketel One will introduce vodka and sonic tastings. Luxury e-tailer Alexander & James will also be on-hand to provide butchery masterclasses from the Allens of Mayfair experts.

The ticketed experienced, priced at £20 per person, is available to register for online and includes two tokens that can either be redeemed for two welcome cocktails or put towards an experience.

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