Anyone who's ever enjoyed a cocktail in the English capital will tell you that the fruity flavours don't come cheap, but an event kicking off on October 7th is set to change all that - for a week, anyway.
Dubbed London Cocktail Week, the festival is designed to celebrate trendy venues that offer exciting blends of alcoholic drinks. It's another sign of the capital's booming hospitality industry, and with more than 150 bars involved it's sure to be on many party-goers' radars.
The principle is simple: buy a £10 wristband and visit establishments where cocktail parties, discounted drinks and exotic themes have been laid on for fun-seeking consumers - and all in the heart of London.
Any initiative that offers cut-price drinks is sure to garner plenty of attention, and the opportunity to directly reach thousands of consumers in the perfect environment is one that major brands appear to have jumped at
There's a huge array of places to visit, too, ranging from Shoreditch's Callooh Callay - winner of World's Best Cocktail Menu in 2012 - to the City of London Distillery. With all the venues promoting the week in their own way, the variety of experiences on offer means that there's something for everyone.
And while the promise of £4 cocktails is almost certain to lure punters through the doors, the event itself has some of the most recognisable spirit brands in the world behind it. The marketing potential is huge, and it seems no-one wants to miss out.
Household names such as Grey Goose and Hendrick's Gin have attached themselves to London Cocktail Week to ensure they have a presence in the bars involved. It's understandbale given the vibrancy of marketing in the alcoholic drinks industry, and none of the sector's biggest players will want to lose any ground to their competitors throughout the week.
This is something that the event appears to have taken advantage of particularly well. Any initiative that offers cut-price drinks is sure to garner plenty of attention, and the opportunity to directly reach thousands of consumers in the perfect environment is one that major brands appear to have jumped at.
Another great thing about the week is the exposure that the participating bars benefit from. Drinkers are sent straight through their doors, guaranteeing the venues a steady flow of customers who are enthusiastic about their products.
This is complemented by pop-up bars that will appear throughout the capital as part of the festivities, offering cocktail-making classes that serve as an extra lure for anyone who wants to get actively involved.
All these factors combine to create a week-long event that bars and brands seem to have planned out brilliantly - the alcoholic drinks industry has been booming for years, and its top players knows how to get things done.
With staff at the ready - cocktail shakers in hand and wedges of lime stacked to the ceiling - London's bars will be hoping that the exposure they get throughout the week helps boost their profits and popularity for months to come.
Image credit: Elenadan
Dan O’Sullivan is Make It Cheaper's Web Content Manager, which means much of his time is dedicated to ensuring we have plenty of online material to help business owners understand the energy, insurance and telecoms industries. With years of experience working alongside SMEs, Dan is committed to making life as easy as possible for smaller firms. You can email Dan at firstname.lastname@example.org
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