New-world whisky

04 : 07 : 2016 London : Bar : Whisky

London – Black Rock is a subterranean whisky bar designed to make the liquor more accessible.

  • Unlike in most bars, whiskies at Black Rock are ordered by flavour not provenance
  • The goal is to demystify whisky and make it a more understandable drinking exerperience
Black Rock, London. Photography by Addie Chin Black Rock, London. Photography by Addie Chin
Black Rock, London. Photography by Addie Chin Black Rock, London. Photography by Addie Chin
Black Rock, London. Photography by Addie Chin Black Rock, London. Photography by Addie Chin
Black Rock, London. Photography by Addie Chin Black Rock, London. Photography by Addie Chin
Black Rock, London. Photography by Addie Chin Black Rock, London. Photography by Addie Chin

Black Rock, founded by Tom Aske and Tristan Stephenson, the duo behind Worship Street Whistling Shop, has more than 250 whiskies available, but they don’t sit behind the bar as you might expect. Instead, they are stored in cabinets with labels such as Balance or Fragrance.

This method of organising the whisky moves away from the traditional sorting by region or by brand, and enables whisky novices to approach the drink with something they understand: flavour. ‘If you are a [whisky novice] brand names don't mean anything,’ Aske tells LS:N Global. ‘People understand flavours that they like.’

The centrepiece of Black Rock is an 18-feet table made from 185-year old English oak. Two channels have been carved into the oak, lined with American and European oak and covered with a glass top. Drinkers can sip their whisky while the ageing process happens beneath their glass, in the channels where the Black Rock team ages whisky cocktails as well as their own house blend.

The Big Picture

Black Rock abandons tradition in favour of creating a drinking experience that focuses on discovery. For more on why consumers are favouring serendipity over predictability, see our Revelation Brands macrotrend.

Discover More Daily Signals
The Trend: Luxury Listening Rooms

Daily Signals

The Trend: Luxury Listening Rooms

As luxury continues to shift from ownership to experience, brands are increasingly turning to sound as a medium for sensorial storytelling – one th...
Luxury : Listening Rooms : Sound
The Big Idea: Walpole British Luxury Summit 2025

Daily Signals

The Big Idea: Walpole British Luxury Summit 2025

The Walpole British Luxury Summit 2025 gathered leaders from across the sector for a day of expert talks, reports and panel discussions.
Luxury : Global Events : Walpole British Luxury Summit
The Campaign: Olivier Rousteing re-imagines whisky with Johnnie Walker

Daily Signals

The Campaign: Olivier Rousteing re-imagines whisky with Johnnie Walker

Johnnie Walker unveiled its first collaboration under its luxury platform Johnnie Walker Vault, partnering with French couture designer O...
Luxury : Spirits : Fashion
The Viewpoint: Translating Legacy at The Lana

Daily Signals

The Viewpoint: Translating Legacy at The Lana

Dorchester Collection joined forces with property developer Omniyat to unveil its first hotel in the Middle East region, The Lana. LS:N Global...
Luxury : Travel And Hospitality : Design
The Space: Sporty & Rich re-imagines wellness hospitality

Daily Signals

The Space: Sporty & Rich re-imagines wellness hospitality

Popular lifestyle brand Sporty & Rich launched its first hotel residency, in partnership with The Pridwin Hotel & Cottages on New York’s S...
Luxury : Travel And Hospitality : Wellness
The Trend:  Masculinity Reset Retreats

Daily Signals

The Trend: Masculinity Reset Retreats

Men’s mental wellbeing retreats are reshaping modern masculinity, focusing on mindfulness, movement and meaningful male friendships.
Travel : Health And Wellness : Hospitality
The Big Idea: Brand Innovation Debrief: Aman

Daily Signals

The Big Idea: Brand Innovation Debrief: Aman

Aman epitomises ultra-luxury hospitality, blending serene design, bespoke service and rare experiences for a devoted high-net-worth clientele.
Travel : Hospitality : Hotel
The Campaign: Unplugged and Munya Chawawa turn to humour to tackle Britain’s screen addiction

Daily Signals

The Campaign: Unplugged and Munya Chawawa turn to humour to tackle Britain’s screen addiction

Unplugged, the digital detox brand behind off-grid cabins that lock away phones and reconnect guests with nature, has teamed up with comedian Munya...
Travel : Cannes Lions 2025: The Unhinged Humour Opportunity : Digital Detox
The Viewpoint: The New Youth Club

Daily Signals

The Viewpoint: The New Youth Club

Opened in April 2025, Moot is a membership-based youth space in northwest London redefining the concept of youth clubs for a generation seeking rea...
Travel : Hospitality : Youth
The Space: Mad Swans ushers in a new era for golf and hospitality in the UK

Daily Signals

The Space: Mad Swans ushers in a new era for golf and hospitality in the UK

Mad Swans is an innovative countryside destination by Longshot on the Mendip Hills in southwest England that opened in October 2025 to offer a fres...
Travel : Sports : Health And Wellness
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN