Freixenet partners with new Swingers crazy golf venue

Cava brand Freixenet is teaming up with the Institute of Competitive Socialising (ICS) on a permanent Swingers crazy golf 'clubhouse', which is set to open beneath The Gherkin next April.

The two-storey clubhouse will showcase drinks brands Freixenet and Meantime
The two-storey clubhouse will showcase drinks brands Freixenet and Meantime

Freixenet, which has been named the venue's official wine partner, will be running a street food bar and private dining room in association with the ICS. The brand's range of sparkling wines, including its Cordon Negro product, will also be available for guests.

The ICS is similarly working with London-based beer brand Meantime. Three 1,000 litre tanks of the company’s London Lager and Pale Ale varieties will be installed at the top of one of the venue's mini golf courses, and it will be served on tap within the space. 

ICS founders Jeremy Simmonds and Matt Grech-Smith were prompted to bring the Swingers concept back to London following the sucess of their pop-up of the same name, which inhabited a space in Shoreditch from last September through to February 2015. 

The 16,000 square foot, two-storey venue promises all of the elements of the pop-up, albeit on a bigger and better scale. It will include two nine-hole crazy golf courses, street food from vendors including Pizza Pilgrims and Patty & Bun, and four cocktail bars including a mezzanine gin terrace. 

A Swingers app is also being developed, which will include an electronic scorecard and food ordering functionality. 

Grech-Smith and Simmonds said: "At the pop-up, we discovered that crazy golf, street food and cocktails is the holy trinity required for the perfect night out.

"Since then we’ve been working like mad to create a new venue that will take Swingers to new heights. We think we’ve done it – and there is going to be nowhere else like it, anywhere in the world." 

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