London Cocktail Week is the world’s biggest cocktail festival (2 – 8 October 2017) – a vibrant celebration of our capital’s unrivalled cocktail scene. From elaborate new serves to the perfect networking space with fellow drink enthusiasts, it is a chance for consumers to connect with their favourite brands in one space and enjoy all they have to offer – from exploring the diversities of favourite serves to learning more from the brand ambassadors and bartenders on hand.

This year, in our opinion, LCW took the festival to a new level, with each brand creating flamboyant displays to showcase their offerings in a fun and effective way.

One stand that had it all was Jägermeister, which incorporated everything from food to new serves with a touch of magic. Consumers and media were invited to enjoy a true German experience with the Jäger Brunch at key accounts such as The Gibson, Soho Radio and Hoxton Square Bar & Kitchen. Attendees relished in dishes of Beef Tartare and Oak Roasted Scottish Salmon, complemented with Jäger-infused Bloody Marys served in an innovative bread ‘mug’, and Jäger Cheesy Mary created in a rested parmesan barrel – definitely a step away from your usual cocktail.

Drinks and food pairings continue to be a growing trend, with the Jäger Brunch being featured within key national titles such as Metro and, as their readers seek new and interactive ways to connect with their favourite brands.

Guests who visited the LCW hub were greeted by Jäger brand ambassador, Florian Beuren – the genius behind each serve – who was on hand to demonstrate an exclusive masterclass on how the serves are created and to provide insights into the story behind Jägermeister – with tasters of course!

Florian was also joined by magician, Brendan Rodrigues, who provided an entertaining and dumbfounding show of magical greatness, including disappearing Jägermeister – a nightmare for many, if it were real…phew!

London Cocktail Week mixes Jäger with magic