You are looking to put on an event that celebrates all the expertise there is in the independent drinks scene - what do you have planned?
The Drink It In Festival is being held over two days next weekend. At the core of the event is over 50 independent drinks brands. Friday is a day dedicated to the trade and Saturday is a festival for consumers. For the trade day we’re trying to create something that feels a little different to the usual daytime work events. We’ve got some amazing people discussing the future of the UK drinks industry and I’ve challenged them to get the audience involved.
What was the inspiration for Drink It In and how have you pulled it together?
The Drink It In Festival is a new event for independent small drinks brand that combines a trade show, business advice and chance to promote their brands to a target audience
The idea came from a group of independent drinks brand founders who are part of the amazing Kindred Spirits WhatsApp group (which was set up by the chief executive of Duppy Share, Jack Orr-Ewing and its founder George Frost). I proposed the idea of Drink It In after it became apparent that smaller independent drinks producers are typically not well served by the large established trade events that prioritise big brand involvement (there are certainly some excellent events, like Cocktails in the City, Brew LDN and Taste London though).
Who is behind the Drink It In event?
I’ve been responsible for organising the event with help mostly from Brad Crompton at Session Spirit (who is an absolute legend). It’s been a true co-operative approach, though, with all the brands who are involved with the event helping to make it a success.
Special mentions for Andrew Murray-Watson at Brixton Spirits for coming on board very early as a headline sponsor, Tim Etheringon at Avallen Spirits, Duncan McLean from The Green Room Distillery, Jaspreet Ward from State of Rum and Nick from High Water Seltzers.
Can you give us an idea of the type and range of drinks brands and producers you have taking part?
The primary criteria for brands taking part is they need to be independent and adult. These are some of the most exciting and innovative independent drinks producers in the UK. We’ve got a huge range of liquids for people to sample from gins and rums to vermouth and calvados to armagnac and mood enhancing non-alcohol beers!
You will also have a focus on no and lo alcohol brands?
Stuart Coleman is well placed to organise an event for independent drinks brand and he has one of his own in non alcohol brand Haelu
Absolutely, but not just no and low. Mid strength as well with brands like Session Spirit and 6percent Wine. I believe this is a really exciting new sector and an area we’ll see huge growth in the coming years.
Will there be masterclasses, tastings and talks taking part as well - if so who can we expect to hear from and what sort of topics?
We’re running a series of interactive panel Q&A sessions on the trade day focusing on five key areas: Securing Investment; Sustainability; No/Low and Mid Strength; The Future of Socialising; and Branding and Marketing. More details on these sessions can be found here.
It won’t be your usual trade day panel session though. We’re not filming it, there will be no presentations and phones will be put away. We want lively discussion and opinions being shared. The panels are being challenged to ensure this is a two way conversation
On Saturday we’re doing The Great Festival Mix Off. Pritesh Mody of Channel 4’s Sunday Brunch will be hosting the competition and we’ll be asking the audience to get up on stage and mix their versions of some classic cocktails with prizes for everyone taking part. It should be fun.
Do you still have opportunities for drinks producers to sign up and get involved?
We have two stand spaces left so if any brands would like to join is please email hello@drinkitinfestival.com.
Who do you hope will attend?
We have over 250 trade guests already signed up for Friday. Anybody in the industry who is passionate about connecting with world class independent producers are welcome – particularly those who make listings decisions across an and off trade, as well as journalists, investors and others who care about the future of our great industry. Applications for tickets can be made here.
On Saturday everyone is welcome! Tickets can be bought on our Eventbrite page and there are some great deals available giving you 15% off the ticket price plus a free drink on arrival: Click here for tickets.
You also have music and food - what do you have in store?
Peckham Levels has a fantastic array of Street Food vendors including Korean, Senegalese and some unbelievably good pizzas. We also have Dung Snacks, a new, very cool and healthy snack brand giving samples out. Friday’s trade show will be set to a backdrop of Chilled Ibiza and Deep House tunes which we hope will set the tone for a more relaxed and fun environment.
On Saturday at the festival, we have four bands playing live, including Nick Diver who are supporting The Libertines on tour. We’ve also got two DJ sets in the evening in the two different zones. There’s also a free karaoke room available all day and evening for anyone who wants to make their own music!
There is also a focus on fashion and art as well?
Absolutely. On Friday and Saturday, we have a Stuart Trevor pop up shop (he’s the founder of All Saints and has an amazing new ultra sustainable fashion label). You’ll be able to try and buy his clothes and model them if you’d like as he’ll have a pro photographer there. We also have three artists exhibiting their work, one of whom will be doing live street art portraits.
We’re also setting up two Make Art Not War walls where anyone can create their own art masterpieces. On Saturday we also have a place where kids can enjoy making carnival art with the team from Kids Table.
Where is it all taking place and why have you chosen that venue?
Drink It In takes place at Peckham Levels that puts on a lot of events supporting smaller drinks and food brands
It’s taking place at Peckham Levels in South East London. We chose it as it’s the perfect venue for a festival like this. It’s a champion for independent businesses in the local community, has a thriving social calendar both in the day and night, hosts bands and DJs for evening parties, serves gorgeous street food, supports local artists and it has that little bit of grit and edge that we wanted for Drink It In.
Do you have other plans for the Drink It In brand and concept?
I would love to make this an event that we take around the county and beyond. Something like Drink It In should be happening in Glasgow, Manchester, Cardiff, Bristol and Brighton. I have had someone ask about taking it to Sydney too. It’s exciting to think about where it could go but for now all focus and energy is on creating a really fun and engaging event that celebrates the wonderful world of UK independent drinks.
Anything else to say?
Bring a challenger brand in this industry is never easy. This event is about showcasing the best independent drinks brands in the country. I really believe that there has never been such a gathering of standard bearers for the industry before. This the start of something really special.
* For more information about the event go to the Drink It In website here.
* To sign up for the trade day then click here.
