Great shakes: The cocktail bar with no booze

BYOC – bring your own cocktail – in Covent Garden has no alcohol itself, yet will transform guests’ favourite tipple into bespoke drinks.

The skilled mixologist will blend the alcohol with anything guests wish, from fresh syrups, pressed fruit and vegetable juices and herbs, to salts, seasonal fruits, home-made cordials and bitters – all included in the £20 ($30, €23) per person entry fee.

Guests can request much-loved classics or new creations and are encouraged to challenge the bar staff to mix the most unusual cocktails designed around their personal tastes.

The bar is underground and features an interior of exposed brickwork with a gramophone and vintage signs from the 20s, so resembles a Chicago speakeasy at the height of Prohibition.

Brands are increasingly creating experiences for their consumers in which they can be engaged rather than passive. For more, read our Conviviality Culture macrotrend and London Safari.