Diageo sets up bar at the Taste of London Festive Edition

Mark Johnson's picture
by Mark Johnson

Drinks maker Diageo is set to launch an experiential campaign that will showcase its brands to the public in a festive setting.

The FTSE 100-listed beverages firm is joining The Taste of London Festive Edition, which is set to transform London’s iconic Tobacco Dock into a haven of winter delights from 21 - 24 November, celebrating some of the city’s finest food and drink. 

Food and drink

Billed as the perfect way to kick off the Christmas season, Taste of London Festive Edition will offer visitors the chance to indulge in a variety of dishes from renowned chefs and top restaurants, as well as drinks experiences from an array of acclaimed brands. 

Cocktail masterclass

This year, the award-winning collection of World Class Spirits will offer guests a taste of luxury, with bespoke cocktails and hands-on masterclasses from famous brands such as Tanqueray No. TEN Gin, Ketel One Vodka and Johnnie Walker Whisky. 

Cocktail class: Guests will learn from the masters

Also joining the event will be Cameron Attfield, World Class GB Bartender of the Year 2019 and 2018 Global runner-up, Daniel Warren. 

Whisky brand Johnnie Walker will own the outside decked area at the event with its Highball Bar, while vodka label Ketel One will occupy the Kitchen Disco Bar.

Brainwave reading

In addition, Diageo will also provide guests with the chance to take part in a unique sensory tasting experience, helping them to explore their senses through analysing their brain activity. 

Guests will be presented with scented vials of Tanqueray No. TEN botanicals, and will have their brainwaves read in order to determine particular scents that give them the most pleasure, before receiving a personalised report based on the result. 

The experience will be led by Tanqueray Brand Ambassador, Jack Sotti, and will result in a bespoke Tanqueray No. TEN cocktail, unique to the individual. 

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