THE LOYALTY MYTH IN UK BEER 

MINI MARTINI FLIGHTS WITH A VIBRANT, ARTISTIC FLOURISH

That’s not true! We hear you say.

On the surface, UK shoppers and pub drinkers appear highly loyal to the established brands, especially across lager and stout subcategories. Guiness, for example, seems to have untouchable brand loyalty, it’s become an identity as much as a drink.

However, if you look closer, challengers are gaining traction, not by asking consumers to love them more but by making it easier to choose them over a well-established competitor.

This leads to our hypothesis: Loyalty is not fixed. It’s simply the path of least resistance. Challenger brands win by understanding and disrupting that path.

FRENCH CULTURE MEETS MEMPHIS INSPIRED EXPRESSION

 While Sketch are known to do a tasting session on Thursday evenings, the one we attended was part of a larger annual celebration at the space. Part of their Art and Design 2026 exhibition, the masterclass was a singular evening event that took place in the East Bar.

The Grey Goose collaboration included a curated menu in their Parlour bar and, the main event, a complete artistic takeover of the Sketch entryway called Static Arcade (till 10th November) created by French artist Camille Walala, known for her vibrant large-scale work, the installation brought her signature geometric shapes and colours inspired by the Memphis movement as a layered cityscape into the space.

As appreciators of creativity, especially when it brings a drinks activation to life, it definitely worked to draw us in and make us all the more intrigued to head further inside for the tasting.

STORYTELLING TAKES CENTRE STAGE

  Once we arrived in the East Bar, we found that we had been seated at the bar itself giving us an unobstructed view of all our serves being made. As part of the set-up in the room, one of the touchpoints that caught our attention was the display of Grey Goose SKUs that would be used in our serves.

This included classic Grey Goose, Grey Goose Citron, Grey Goose La Poire, Grey Goose L’Orange and Grey Goose Altius. Positioned under the skylight that gave us all a view into the iconic egg-shaped toilets and its coloured glass ceiling, the display helped set the stage for our evening’s host.

 Leading the charge was a brand ambassador called Anna. We would be remiss if we didn’t take the time to raise our glasses to her storytelling style. A tasting class with an educational angle is a fine balancing act; getting it wrong can leave guests feeling overwhelmed with information.

Our host, however, had a conversational, convivial approach that complemented the small, intimate space for our tasting. It’s a true talent to make a branded event feel like intimate drinks with friends where the host just so happens to be passionate about the history of vodka and Grey Goose’s origin story.

SIX SERVES AND A DELECTABLE GIFT BOX 

In classic Grey Goose fashion, our tasting line-up was, mostly, served to us in mini flights.  Our first serve of the night as we were getting settled in was the Berry Rouge Royale Spritz. Their twist on a Kir Royale, it was light and refreshing.

Next, we had a timeless classic, the Dry Martini made with Grey Goose Citron, topped off with a lemon peel garnish. This was followed by a personal standout, the Twinkle, using Grey Goose La Poire used allowed the pear notes to shine through for a delicate serve.  

As we reached the natural midpoint of our evening, the bar staff handed out individual curated charcuterie boxes (Sketch branded) with assorted cheeses, crackers and fruit. It was a great accompaniment to the tasting and a perfect little reminder of where we were and which gracious host to thank.

 After our snack break, we were back to our regularly scheduled programme and served Grey Goose Altius on the Rocks. Anna shared how it’s filtered at -24 degrees to strip it of any impurities. Out of all the bottles that we saw on display, the Altius was the one that drew us in the most. First because of its sheer scale next to the other SKUs, then because of the intricate details of the bottle.

Between the alpine wind diagonal facets and the interior French Alps mountain light installed inside, complete with an on/off switch at the bottom, we had to go and have a closer look after the masterclass was over. The serve itself went down smoothly, but there was also the option to add soda water or lemonade for anyone who wanted to soften theirs.

 To round off our night, the last two serves were a mini Cherrytini and a full-size Espresso Martini, which completed our tasting flight. After Anna gave a well-deserved shoutout to the fantastic bartenders behind the menu, we headed to the Parlour Bar for one last drink.

BEYOND THE MASTERCLASS

The Parlour Bar is key part of the Grey Goose collaboration. Here, we found more of their touchpoints, from window vinyls on the inner glass doors at the back of the disco ball-lit space to a page of the menu dedicated to the Art and Design celebration.

Offering a wider range of serves, beyond even what we got to taste, this included the Chiaroscuro (Grey Goose Altius led) and the Shapeshift (Grey Goose L’Orange led) which we tried and loved.

Seeing Camille Walala’s designs adapted across print was a lovely extension of the collaboration. While not as expressive as the entryway takeover, it managed to balance the more minimalist aesthetic of the rest of the menu’s design.

 Ultimately, we were glad we went for one last drink. While the masterclass was a nice one-off addition that further elevated the activation, seeing the wider collaboration in the Parlour Bar allowed us to leave with a more complete picture of the experience.

Our only caveat is that we would have loved to see a little more of those print touchpoints at the East Bar tasting as well, further tying it to the large-scale activation we experienced on our way in.

OUR FINAL TAKEAWAYS  

Much like the Chip Shop activation of last year, it’s clear to us that Grey Goose excels at creating events that feel exclusive and truly allow space for people to indulge in their SKUs in the right environment. They rarely rely on influencers or hype, opting instead for intimate events that put cultural appreciation at the forefront. Additionally, it’s always a pleasure to see brand and artistic collaborations thriving and elevating human-made craft.  

However, our biggest takeaway was just how important each touchpoint is in building that experience. From Walala’s visual world drawing us in, to Anna’s storytelling bringing the product to life, the strongest moments came when creativity, education and hospitality worked together rather than competing for attention. 

 Overall, it was a lovely evening full of immersive storytelling, education and creativity. More than anything, it was a great reminder of how much a strong host and a good narrative can shape a brand experience.   

Authored by our Our Midweight Creative, Jordan Enaboifo