Keeping spirits up during quarantine: 11 ingenious on-trade initiatives

Can’t get to the pub during self-isolation? Then the pub shall come to you, my friends. There’s no getting away from it, the on-trade is going through an apocalyptic time. Yet amidst the industry gloom, we’ve also seen a wealth of incredibly innovative on-trade initiatives popping up. Quick-witted pubs and bars all over the country have been coming up with agile and ingenious ways to keep trading, keep customers and keep giving back. We’ve collated 11 of our recent favourites. Feel free to tell us about others you’ve been impressed with.

BREWDOG ONLINE BAR

A global initiative, BrewDog have arranged nightly virtual bar nights (with age entry) where for a fee, punters can enjoy live beer tastings from founders, pub quizzes, home brewing masterclasses, Q&A sessions, comedy nights and even live music sessions. And share a beer together of course.

Sign up to their Online Bar today.

RAMSBURY TIP JAR 

We’re a bit biased because they’re our inspiring gin client, but we really liked this virtuous and virtual Tip Jar idea that supported local on-trade establishments. Ramsbury Distillery in Wiltshire encourages locals to buy drinks vouchers for a venue of their choice - and they’ll match the money.

Support your local!

GLASGOW DISTILLERY NOMINATE YOUR UNSUNG HERO 

Another wondrous local initiative, Glasgow Distillery get people to nominate an Unsung Hero on their Facebook page – so someone who has gone the extra mile in this Covid-19 crisis – and they’ll deliver a reward box full of goodies (vodka, gin, rum, whisky, mixers, glassware and garnishes) on their doorstep. Lovely. 

Follow #glasgowunsunghero or nominate your hero on Facebook.

VIRTUAL HAPPY HOUR  

Not brand-led but too good to miss out. Friends are invited to connect with each other (as they would normally in the pub) and share a drink during a 'virtual happy hour'. They spend an hour chatting, drinking and having fun – and then are encouraged to donate the would-be price of the round to the group's favourite local bar. Genius!

Start your own virtual happy hour.

BEER52 CYBERFEST

(VIRTUAL BEER FESTIVAL)  

Beer52 are a craft beer delivery service and discovery club. They’ve instigated a virtual Beer Festival called CyberFest, designed to support breweries during the Covid-19 crisis. It costs £29.99 to enter but includes 12 craft beers (worth £45) delivered to your door and then an invitation for festival-goers to “drink along” to the event on Friday 17th April 2020. Of course it will also include lots of extras like live streams with brewers too.

Book your ticket to CyberFest today.

SIGNATURE BREW PUB IN A BOX

Signature Brew, a craft brewery in East London and owners of the Blackhorse Beer Mile Brewery Bar, are famous for their band collaboration beers – having brewed for Mogwai, Alt-J, Frank Turner amongst others. Their Pub in a Box idea sees them delivering a box full of craft beers, snacks, beer mats, plastic glasses, a quiz and a QR code for a exclusive Spotify playlist. That’s what we call a night in!  

Order your Pub in a Box now.

WINDSOR & ETON BREWERY DRIVE-THRU 

There are a few breweries offering a Drive-Thru service, but as we know the Windsor & Eton brewers personally, we raise a glass to them first. Buy kegs and cans of your favourite beers without even turning off the engine!

Get your Drive-Thru details here.

COCKTAIL DELIVERIES  

There are a few cocktail bars in London and elsewhere that are starting to deliver cocktails to thirsty local hipsters. Hacha, an agave bar in Dalston, is offering free delivery on its signature Mirror Margarita cocktails in 500ml bottles. And there are many more, like cocktail innovators Scout, who are doing similar.

WHISKY EXCHANGE & SPECIALITY DRINKS BRING THE BAR HOME  

This is a fabulous idea. Struggling restaurants, hotels and bars are asked to submit cocktail recipes, and Speciality Drinks will collate the right kit needed to make that cocktail. These kits, along with the recipe, are then available to buy on The Whisky Exchange’s website – so you can order online and make them at home.   

Buy your cocktail kit now.

MILROY'S OF SOHO DRAMS TO YOUR DOOR 

The Soho spirits institution that is Milroy’s of Soho has launched a ‘Drams to your Door’ delivery service, giving their loyal clientele (and more recent customers) access to some of the world’s best whiskies. Enjoy your isolation with the best single malt folks!

Get a dram to your door.

TOMATIN LOCKDOWN WHISKY FESTIVAL

Tomatin single malt and whisky influencer Aquavitae hosted a virtual whisky festival with other leading whiskies, including Arran, BenRiach and Glen Moray, in April. Brand ambassadors held virtual tasting masterclasses over livestream for whisky lovers from all over the world. The Lockdown Whisky Festival was held from 2-5pm GMT on 4th April on the Tomatin Distillery YouTube channel.

Raise a dram to the Lockdown Whisky Festival.

Please let us know if we’ve missed any other brilliant lock-down innovations that are keeping spirits up in the on-trade, we’d love to hear about them. 

Support the on-trade. Support your local. Support the NHS.