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LCW: How it works

How to get your venue involved in the world's largest cocktail festival.


Following its hugely successful 7th year, London Cocktail Week will be back between Mon 2nd - Sun 8th Oct for a seven-day celebration of our capital’s fantastic cocktail culture. We welcomed more than 26,000 attendees to our 2016 festival, with almost all scheduled events selling out.

London Cocktail Week promotes its chosen venues through printed, digital and social media – and in 2016 approximately £263,800 was injected into our venues through speciality serves - 100% of this revenue remains with our bars.

This year we’re going digital! So no more physical wristbands - fesival passes will live on the DrinkUp.London app. We will send further details on how the festival passes will work and look closer to the time.

No more wristbands means no more wristband collection, therefore, rather than sending people to the hub, consumers can sign up for the festival in your bar so they can get involved there and then! 


  • Venue to be listed on the DrinkUp.London website in the relevant LCW areas. 
  • Venue to be listed on the DrinkUp.London app which is downloaded to use as an area guide by every festival attendee. 
  • Venue information and serve details to be included in the listing. 
  • Full LCW bars announcement to be featured in a newsletter (51,000 database) and across all social media platforms (54,500 following). 


We do not charge bars to be involved, but each one is cherry-picked by the DrinkUp.London team for their drink offering, service and general excellence – so congrats on making the list!

As a venue, you can get involved in one of two ways. Feel free to pick whichever suits you best; 

  • Cocktail Tours: £6 bespoke cocktail for LCW festival pass holders. 
  • Sip + Snack: Cocktail and food pairing for LCW festival pass holders. Price point determined by venue but must be a special for LCW.  

Your chosen offer has to be available to festival attendees throughout your normal venue opening hours all week long.

The brand you work with for your cocktail offering is totally up to you. DrinkUp.London doesn't get involved. As long as the chosen brand is a sponsor of LCW we will brand call them in all of our material. If they are not, we will simply refer to the spirit type. For details of LCW sponsorship please email [email protected] 


The Cocktail Tours are the most popular part of LCW – they give thousands of people the chance to be more experimental with cocktails and discover venues they haven’t previously visited.

  • Venues need to offer a £6 bespoke cocktail for LCW festival pass holders. Please note, this has to be available without a dining reservation all week throughout your venue’s opening hours.Something new to the Cocktail Tours for 2017…

For the first year ever, we are encouraging venues to submit a SECOND signature cocktail. However, this cocktail must be low ABV to fit around our mindful drinking campaign. Venues that submit a low ABV cocktail will be featured within our responsible drinking campaign and featured in round-ups for press on this subject.  


The Blind Pig

Frat Pack Punch: Monkey Shoulder Scotch whisky, lemon sherbert and fresh orange served from a slushy machine. 
The Cocktail Trading Co. 
Bhuna Colada: Belvedere vodka, homemade pineapple, coconut and tamarind infusion, lime juice and Brick Lane spices. Served with a pickle. 
City Social Bar
Wheys A Tun: Aisla Bay Scotch whisky, apricot brandy, clarified milk, fresh ginger and winter spice. 



Venues that are known for their great food offering are encouraged to put on a sip + snack – a bespoke cocktail and snack pairing. The Sip + Snack offers have become increasingly popular over the past few years with LCW consumers.

It offers a little more flexibility as you are able to set your own price point – however, this should still feel like a discounted offer in association with LCW. Please note, this has to be available all week throughout your venue’s opening hours for any guest that presents a LCW festival pass. 


Meat Mission (£6.50)

Sip... Irish Latte Shake: Kahlua coffee liquer and Jameson Irish whiskey milkshake
Snack... Monkey Fingers: Battered fillets of marinated chicken breast slathered in house made hot pepper sauce, with blue cheese dip.
Dishoom (£10)
Sip... East India Gimlet: Portobello Road gin, Rose's lime cordial and celery bitters.
Snack... Okra Fries: Fine lady's fingers for fingers. 
El Camion (£5)
Sip... Tommy's Margarita: Olmeca Altos tequila, fresh lime juice and agave nectar.
Snack... Chicken Tinga Empanada: Shredded chicken stewed with roasted tomatoes, garlic, chipotle and mexican spices. 


There must be a catch?
Not at all, you don’t need to pay us anything, nor do we take a cut from the serves you sell. We ask that we work together to make the festival the best it can be through cross promotion.

Can I put forward more than one cocktail for the tours?
Absolutely! However, venues that chose to offer a second cocktail will have to ensure this is a low ABV cocktail to fit in with our mindful drinking campaign. Any venues wanting to offer even more cocktail options are welcome to do so, however, we will not be able to promote this, it would be a matter of promoting the other drink(s) internally and through your social media. 

Does my serve have to be available throughout my venue’s opening hours?
Yes - this is the case for both Cocktail Serves and Sip + Snacks. This will avoid the disappointment of our consumers.

My venue’s license requires people to eat if they buy an alcoholic drink, can I be on the cocktail tours?
Sadly not, the tours are just for drinks, so we would suggest to put forward a Sip + Snack.

My venue is quite small so I'm not sure I can accommodate a group of more than four...
No problem, when you submit the form please include any T&Cs and we can promote this accordingly.

What about if a person comes in without a festival pass but wants the drink?
You are more than welcome to sell it to them but at a higher price point – please ensure the £6 offer is only for festival pass holders.

There is a group of four but they have one festival pass, do I give them four offers?
No, one festival pass equates to one offer.

Can you tell me which other venues will be participating in the area? 
Unfortunately, we don’t have that information finalised pre-deadline. Do sign up to our newsletter to keep up to date on any venue announcements. 

Can my venue host an event? 
We are only able to promote partner events with our official LCW sponsors. If you are keen to organise an event in association with LCW you are more than welcome to do so however, you will have to promote this through your own channels and social media. 

What if someone is very drunk, do I have to serve them?
No, normal bar rules apply.

Could you throw a couple of free festival passes for my team and I?
Trade get free festival passes – please check back for more details on how to register for these closer to the event. 

Can my venue be on the tours and put forward a Sip + Snack. 
No, a venue can only host one or the other. We encourage venues that are known for their great food offering or have a restaurant license to offer a Sip + Snack. 

My venue is being built or being refurbished can I still be a part of the festival?
As long as your venue is completely open to the public by the deadline date, just so we know for sure it will be open for the festival. If there is any possibility of a later opening we cannot include your venue.

Can you include me in one of your newsletters?
We can’t guarantee this, as it is an editorial decision.

What if I get a private venue booking?
If this happens please let us know as soon as possible so we can promote accordingly. 

I don’t want to be part of the festival, can I still be listed on Drink Up London?
We can't guarantee this, the DrinkUp.London bar list has a different criteria from the festivals. Each venue requesting will be checked against this criteria individually.