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Immersive cocktail concept Genuine Liquorette gears up for launch

Published:  23 August, 2018

Immersive cocktail concept Genuine Liquorette has revealed details of its London venue, which is set to open its doors next month in Fitzrovia.

Aimed at bringing a “unique craft cocktail experience” to the capital, the bar and restaurant will offer an array of signature experiences aimed at breaking traditional cocktail norms by handing an element of control over to its guests from creating their own cocktails to take home or partaking in cocktail masterclasses.

Set inside a converted Victorian pub on Rathbone Place, the outlet draws inspiration from New York City street-corner bodegas and has been designed by design by design concept and hospitality company AvroKO.

It will be overseen by general manager Matthew Roberts, and bar manager Elliot Davies.

“The London operation will be focused on the craft cocktail experience and will include a full-service liquor store that will allow guests to create on-demand, custom-bottled cocktails with the guidance of an expert bar team,” said the business.

Owned by private investors, Genuine Liquorette London is inspired by Genuine Liquorette NYC but they are entirely separate businesses, it added.