The ‘Evening Standard Speakeasy Presents…’ Series first came to light when researching possible new events in the food and drink sphere. There were lots of tasting experiences on the market, but nothing really compelling for our audience. Research showed that our readers are passionate about their food and drink, and for our first foray into this sector, we wanted to create an impressionable series of premium tasting events that captured their attention.
The series, which consisted of a gin, and whiskey event in 2019, was promoted to readers of the Evening Standard, with limited tickets available to purchase. The concept for the events was to emulate traditional Speakeasy establishments by taking unusual venues, and creating immersive tasting experiences, supported by live music, food pairings, entertainment and masterclasses, in those spaces.
Up first was American Whiskey on Wednesday February 6th at The Ditch, Shoreditch. followed by the second event in the series, The Secret Gin Garden, which took place on Wednesday 8th May at Clifton Nurseries, Maida Vale.
Both events were uniquely themed and hosted a selection of premium liquor brands. The events ‘sold out’, and we were delighted to receive glowing testimonials from attendees and partners. 80% of attendees rated the experience as very good or excellent, and 90% of attendees said they would recommend the event to friends. Brands also reported healthy product sales.
The series allowed us to engage positively with the spirits industry and helped position ESI Media as an organiser of innovative experiential events.