Be At One to launch ‘Try January’ campaign

Centred around the group’s “Be App-venturous” section of its app, where guests shake their phone to generate a random cocktail suggestion which they can get for £5. The offer, which is usually only valid once a day, will be available for an hour every day in the month of January in the hour after the regular happy hour.

Be At One also recently launched a new cocktail menu which features a range of brand new cocktails which it is calling ‘Virtuous Cocktails’, featuring lower ABV cocktails or ingredients that are better for you.

This includes the Svenska Detox, which counts a handful of spinach and a handful of kale in its ingredients as well as Absolut Citron; the Popster, which blends butterscotch schnapps, sweet and salty popcorn and ice cream; and the Sherbet, which has flavoured vodka with citric syrup.

Last year, the company launched its “Adopt a bartender campaign”, which went viral.

The group’s marketing manager Sarah Swaysland said: “Be At One asks other operators in the UK on-trade to join forces as an industry to reclaim what some have dubbed ‘ Dry January’ to turn it into a month for experimenting with new drinks styles, rather than abstaining completely. “We think the rest of the trade should get behind the cause too.”

The group have recently opened bars in Bath and Greek Street in Soho and are due to open in Oxford and Cardiff in early 2015, which will take their full estate up to 25 bars.