Event TV: How London Cocktail Week is taking over the capital

Event spoke to Siobhan Payne, director of London Cocktail Week, about growing the festival from a trade event into a brand experience for consumers.

London Cocktail Week is taking place in bars across the city until Sunday (11 October). It also comprises two destination hubs in Old Spitalfields Market and The World Class London Cocktail Week Hub in Soho, where Diageo brands are housed.

The first event was held in 2010 for trade press and has since grown each year. It has also spawned a range of new events, all of which now belong to London & Partners’ Drink Up London brand.

Despite its success, Payne told Event that there are no plans to expand the concept beyond London in the near future. "Over the last couple of years we’ve launched two other festivals - London Wine Week and London Beer Week – so that was quite a lot of expansion for a few years to be getting on with.

"So the plans at the moment are to keep expanding what we’ve got - no plans outside of London just yet."

More: Mixology and masterclasses set for Martin Miller's Gin at London Cocktail Week

Absolut enlists 'Swedish Ice Mafia' for London Cocktail Week

Drambuie devises bartending competition for London Cocktail Week

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