A Glenmorangie Prohibition Pop-Up is Set to Launch a New Whiskey Product
Justin Lam — February 23, 2018 — Lifestyle
References: thedrinksbusiness
A Glenmorangie prohibition pop-up bar is set to open in London's Fitzrovia and will celebrate the golden age of American whiskey. The prohibition styled pop-up will be called Spice & Rye and will be used to launch the new Glenmorangie Spios. The spirit is named after the Gaelicword for spice, and the American influence of the pop-up links to the American ex-rye whiskey casks used to age Glenmorangie Spios. The new spirit will be used in all the cocktails at the pop-up and will also be available as non-mixed tasting flights.
The Glenmorangie prohibition pop-up bar will boast Art Deco-inspired interiors and will feature a jaunty jazz soundtrack. The entrance to the bar will play on the clandestine character of the prohibition era and will be behind a hidden entrance in an apothecary-style spice shop.
The Glenmorangie prohibition pop-up bar will boast Art Deco-inspired interiors and will feature a jaunty jazz soundtrack. The entrance to the bar will play on the clandestine character of the prohibition era and will be behind a hidden entrance in an apothecary-style spice shop.
Trend Themes
1. Prohibition-inspired Pop-ups - The trend of creating pop-up bars and experiences that celebrate the era of prohibition, serving unique drinks and creating a secretive atmosphere with hidden entrances and themed interiors.
2. Craft and Artisanal Spirits - The trend of introducing new craft and artisanal spirits that are unique in their ingredients, process, and ageing techniques, and providing tasting experiences to promote these spirits.
3. Incorporating Regional Influences - The trend of incorporating regional influences in the production and marketing of spirits, such as using ex-rye whiskey casks and naming spirits after local words or traditions.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can leverage the trend of prohibition-inspired pop-ups to create unique experiences for customers in different markets and introduce new and unique spirits through these experiences.
2. Hospitality and Tourism - The hospitality and tourism industry can use the trend of prohibition-inspired pop-ups to attract customers to their establishments and create memorable and exclusive experiences that often incorporate local traditions and culture.
3. Craft Spirits - The craft spirits industry can leverage the trend of introducing unique and artisanal spirits to offer varieties that stand out in the market, and provide customers with tasting experiences that showcase the quality and uniqueness of their products.
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