Balvenie Single Malt Scotch Whisky have come up with a concept for my favourite pop up yet – a pop up whisky den & it’s free to enter!
Craftsmen will be transforming a pop-up shop on Tavistock street in Covent Garden, creating a stunning architectural experience as the month of residence progresses. The public will be encouraged to get involved with everything, from sampling expressions straight from the cask, to making furniture out of old staves. Once inside, guests will be able to navigate their way from room to room, as if they were inside a giant whisky Tun, featuring seats which ‘grow’ out of the walls and indoor fields of barley. The whole experience is interactive, giving people a chance to see just some of the rare crafts that make Balvenie different from any other whisky. Nowhere else will you find a distillery that still grows its own barley, still malts in its own traditional floor maltings, still employs coopers to tend all the casks and a coppersmith to maintain the stills. It will be open daily from 1pm-8pm, from 9th May to 5th June. A series of tutored whisky tastings will also take place every Saturday, designed to teach whisky explorers the techniques of nosing and tasting whisky as well as giving enthusiasts an insight into what makes The Balvenie so special as the most handcrafted Single Malt.
So basically really tight PR messaging – allow to public to get stuck in to appreciate the unique hand crafted nature of this whisky, timing works with Fathers Day.