Mangrove took four bars from Bournemouth, Manchester, the Isle of Man and Glasgow and put them behind the same counter in London.
The background
What’s unique about Mangrove and its team is the time and effort that goes into building relationships with our trade partners. And that’s as true for the on-trade as it is for the off-trade. We launched our first Bars of Britain activation in 2023 and off the back of that success, we ran Bars of Britain 2.0 in September 2024.
We knew through close working with our on-trade partners that there are bars doing exceptional things with the spirits we distribute. And behind each bar is a generation of talent who are carving out a bright future of bartending which will benefit great British hospitality.
This activation celebrates that talent as well as some shining stars in the Mangrove Spirits portfolio – and customers LOVED IT.
The concept
The concept itself is simple. A small collection of Britain’s handpicked best bars, each do a one-night takeover in the Soho Hotel’s Refuel Bar. Each takeover features a bespoke cocktail menu crafted by the guest bar team, which features a small collection of spirits from the Mangrove portfolio.
The event ran for a week, kicking off with an exclusive industry night on Monday, featuring all bars, with each of the four bars hosting one night each, during the rest of the week.
Paying customers could pre-book tickets to one of the evenings and demand was high. With so many movers and shakers from the spirits and hospitality industries, all together in the spectacular setting of the Soho Hotel, the aim was to create as much buzz as possible, all while getting the fabulous, featured liquids on the lips of thirsty Londoners.
The finer detail
Featured bars and spirits
The bars were researched and handpicked by the Mangrove team. Things the team considered when selecting the bars were their menus, the innovation they’re exhibiting and reputation for delectable and interesting drinks. The four guest bars were: Ojo Rojo, Bournemouth; Schofield’s Bar, Manchester; Kiki Lounge, Isle of Man and The Gate, Glasgow.
Each bar team created their own menu using this curated collection of Mangrove spirits: Stauning HØST whisky; VIVIR Tequila Blanco; Chairman’s Reserve Rum; and Avallen Calvados.
Industry night
The industry night was BUZZING with activity. Journalists, trade professionals, bartenders, influencers, and movers and shakers from the spirits world came together to enjoy some high-quality drinks in beautiful surroundings. Conversation flowed; trade secrets, insights from behind the bar; and new friendships were made and networks built.
Above all else – coverage was exceptional. Press, digital, word-of-mouth across the on-trade, the buzz around the event was very real, leading to four sell-out events.
The main event
It’s no mean feat to organise four back-to-back takeovers, kicked off with an industry launch event. But that’s exactly what team Mangrove and the Firmdale Group achieved.
The aim of each night was to transport guests to another part of Britain, to experience the authentic atmosphere of the host bar, right in the centre of London. Whilst there was no change to the décor (the Refuel Bar is lush enough as it is), every other detail was planned and delivered exactly to the bar’s specification. Glassware, ice, garnishes, and ingredients were all changed up depending on the menu and the teams behind the bars delivered an entire experience around the drinks they were making.
Guests were invited to book due to high demand, and those who booked through Yonder, received a free VIVIR cocktail upon arrival. To encourage engagement from those who work in the industry, a free VIVIR cocktail was also offered to those who are part of the Code Hospitality community.
Industry collaboration
An event like this takes a huge amount of effort, organisation, and collaboration between all parties involved. And that’s exactly what happened.
Between the Mangrove team, Firmdale Hotels, each of the bars involved, and their teams therein – everyone pulled together enthusiastically to make this a true celebration of Britain’s best. And through that collaboration working relationships have deepened, as has each party’s wider understanding of products and venues.
The effort required to get everything right, down to the last detail, was one of the biggest challenges of the event. But with a blueprint from last year and lessons already learned, the task was made easier for all.
The results
The results of the activation were spectacular. Coverage drove a whole new level of awareness for all involved, with mentions of the event even appearing across various industry mediums that was not driven by the campaign team.
Aside from the time required to organise the event, it was not costly to run or organise – it was all for paying customers after all. It demonstrates that with effort, solid working relationships with partners, and a bit of creativity, you can create an outstanding activation that has real impact. The awareness the event has raised amongst customers old and new is invaluable. And the relationships that have been solidified through these events (and with more to come) will benefit the industry for decades to come.
What’s next
From Mangrove’s perspective, this was a bold activation to run, that focuses on collaboration – not competition. We want to do more bold things that benefit our brands and deliver a bit of excitement and good throughout the industry – so that’s a focus for the future. Otherwise – expect Bars of Britain to return, with a new set of guest bars in 2025!
