Sipsmith Gin Extravaganza
Where: Princess Victoria, Hammersmith, London W12
Website: www.princessvictoria.co.uk
The idea: Hammersmith’s Princess Victoria partners gin producer Sipsmith to offer a special distillery tour, gin-tasting and three-course “botanical-inspired” dinner for £50 each.
How it works: The Princess Victoria (PV), an Enterprise lease owned by Truffle Hunting, is near the award-winning Sipsmith distillery, London’s first gin and vodka distillery to open in more than 200 years. Since April 2013 the PV has joined forces regularly with Sipsmith, offering a distillery tour, tutored Sipsmith tasting, a gin and tonic on arrival at the PV, goodie bag including a mini-bottle of Sipsmith gin, plus Fevertree tonic, and three-course botanical dinner, created by PV chef Matt Reuther. The event has been held 18 times in two years, with 33 guests attending the most recent evening, and more events planned.
Marketing: The distillery attracts widespread publicity. PV staff display in-house posters, literature and blackboard information, and use social media and database mailouts. Tickets are sold via the internet.
Be prepared: Avoid having event diners arrive during peak service times.
Pay-off: Showcases quality food and drink.
Key benefits: Attracts new audiences who appreciate fine food and drink.
Best outcome: Tickets sell fast, with ongoing demand.
A Pint of Science festival
Where: The Water Poet, Spitalfields, East London
Website: www.waterpoet.co.uk; www.pintofscience.com
The idea: This three-day event in the freehold pub’s basement function room, in partnership with A Pint of Science, featured scientists describing their research in accessible ways. A total of 270 scientists in 44 pubs across eight UK cities participated from Monday 19 to Wednesday 21 May 2014 in a festival described as “down-to-earth talks over drinks and pub grub,” sponsored by the Royal Society of Chemistry.
How it works: Wide range of scientific topics covered by vibrant mix of scientists and comedians. Tickets (£2 per day) sold out quickly to 330 customers.
Marketing: Pub website, social media, in-house publicity and London event websites, including TimeOut and The Londonist.
Be prepared: Appropriate audio-visual equipment is essential.
Pay-off: All three days sold out, attracting regular and new locals and customers from further afield. Food and drink profits were significantly higher on usually quiet days.
Key benefits: Excellent way to utilise space on less popular days, increase sales and raise awareness of the pub’s versatility.
Advice: Good organisation, planning and equipment are essential.
Best outcome: Food and drink trade rose by 50% on each day.