INSIDE LONDON COCKTAIL WEEK 2025
Exploring how the world’s original and greatest cocktail festival reflects changing drinking behaviours, new audience expectations and the evolution of on-trade experiences.
London Cocktail Week returned to the capital this October and once again reminded us why London remains the global epicentre of cocktail culture.
Now spanning hundreds of venues, pop-ups and masterclasses across the city, the festival celebrates everything from timeless classics to experimental serves. For Wonderworks, it’s not just a celebration of craft and creativity; it’s a moment to step back from the day-to-day and immerse ourselves in how the drinks industry and drinks brands are evolving in real time.
This year, we also used the opportunity to put insights from our “Cracking Gen Z” report into practice and observe how the next generation of drinkers are influencing brand activations, social experiences and the future of the on-trade.
Why We Love LCW
It’s no exaggeration to say that London Cocktail Week offers something for everyone. Across more than 200 bars, guests could enjoy signature cocktails, exclusive tastings and late-night parties, opening up the city’s vibrant bar scene to both curious newcomers and seasoned enthusiasts.
What makes LCW special is its accessibility. It breaks down barriers, encourages exploration, and celebrates discovery. Whether you’re sipping low-ABV serves in a speakeasy, indulging in a five-star hotel experience, or joining a creative pop-up, LCW offers a rich and inclusive view of London’s cocktail landscape, something every drinks marketing agency can take inspiration from.
Activating in the ‘Third Space’
As explored in our recent WonderNETwork webinar, ‘Cracking Gen Z | How Brands Can Win the Next Generation, drinks brands are increasingly stepping beyond traditional on- and off-trade spaces, showing up in places where lifestyle and culture meet social experience.
A standout moment came from Everleaf’s “Leaf Run”, which launched the festival with a gentle 5km jog through autumnal London. Post-run, participants were treated to non-alcoholic refreshments from Everleaf and Athletic Brewing, making it a refreshing, sociable, and energising start to the week.
This activation captured the growing fusion of wellness and social drinking, highlighting how non-alcoholic drinks brands are no longer niche, but integral to cultural moments. It also underlined how Gen Z’s social lives are rooted in balance and connection, redefining what it means to “go for a drink” in today’s world.
3. Sustainability as Standard
Sustainability continues to evolve from a talking point to an expectation and Eve Bar’s collaboration with B Corp brands perfectly illustrated this shift.
Hidden beneath Adam Handling’s Michelin-starred Frog restaurant, Eve Bar hosted a night dedicated to sustainable innovation in flavour and production, featuring Everleaf, Desdeya Tequila, Pensador Mezcal, and Nc’Nean Whisky, each pushing boundaries in flavour and ethics.
Far from feeling tokenistic, the event was authentic and perfectly aligned with Eve Bar’s ethos showing how sustainability can be a creative driver rather than a checkbox exercise. It was a reminder that for modern drinks brands responsibility and experience go hand in hand.
2. One-Night-Only Experiences
Themed takeovers and one-night-only pop-ups were high on the agenda, tapping into audiences’ appetite for unique and shareable experiences.
A highlight for us was the “Ice Cream Panda Party” at Archive & Myth, hosted by Iain McPherson of Panda & Sons. Partnering with Schweppes, the playful takeover delivered frozen cocktail creations, from fizzy floats to boozy affogatos, blending McPherson’s inventive flair with the venue’s luxurious charm.
The result was a masterclass in social storytelling. Panda ears, neon signage, bowls of hundreds and thousands, every detail designed to spark nostalgia, playfulness, and shareable joy. Whimsical yet premium, it proved how experiential design can connect emotionally with audiences, particularly Gen Z drinkers drawn to “newstalgia” and authentic fun.
4. The Rise of Low & No
Another clear theme this year was the continued rise of low- and no-alcohol serves. Nearly every venue featured an option catering to mindful drinkers, but Club Soda in Covent Garden stood out as a category leader.
Disguised as a stylish bottle shop, Club Soda’s bar menu offered complex zero-proof cocktails, including a standout Negroni trio where guests could choose between alcohol-free, mood-enhancing, or mid-strength versions. The message was clear: choice, not compromise.
As attitudes toward drinking evolve, the boundaries between “full proof,” “low,” and “no” continue to blur, giving rise to a new middle ground that champions moderation, mood, and mindfulness.
Looking Ahead
From wellness-led runs to nostalgic pop-ups and sustainability-first serves, London Cocktail Week 2025 showcased a sector in motion, one that’s evolving with its audiences rather than chasing them.
The new generation of drinkers isn’t rejecting the old world of cocktails; they’re reshaping it, making it more inclusive, experimental, and experience-led. And for a drinks creative agency like Wonderworks, that’s an exciting future to toast to.