A brand new 10-day event plans to showcase the ‘very best bars and restaurants in Glasgow’ via premium cocktails at a budget price.
The Glasgow Cocktail Festival, scheduled to run from August 29 to September 7, is the latest such event from M-AD Agency, which first launched the concept in Dundee in 2021.
Since then, M-AD has arranged cocktail festivals at 19 locations, all using a wristband-based system to allow guests to access discounted drinks across a range of signed-up venues.
This first Glasgow edition is being launched in partnership with Smirnoff, and the agency is working with brands across the Diageo group to cater for every taste – including premium mocktails and a focus on Drink Aware.
M-AD boss Alice Christison is forecasting that 100 Glasgow bars and restaurants will sign up to the Glasgow Cocktail Festival, to offer discounted cocktails at between £5 and £7 each for the full 10 days of the event.
“We want to celebrate everything that’s so great about Glasgow and the bustling social circuit here – there’s such a rich assortment of options to suit everyone and every mood,” said Christison.
“Whether you want super high-end dress-up premium spots or lo-fi relaxed vibes, you will find it in Glasgow – that’s why it was the only city to kick off his new concept with our launch partners Smirnoff.
“And the level of cocktail mastery here is astonishing – we want to help spread the word of just how good it is.
“The idea is to give the public the chance to try new spots or indulge in old favourites – or mix it up – at reasonable prices,” she explained.
“And for the businesses, it’s an opportunity to try out new cocktail ideas and show what they can do to both existing customers and first-time visitors.
“We are shining a spotlight on the absolute best spots, helping promote them in these challenging times and offering great exclusive menus to the public.”
The partnership with industry giant Diageo brings brands such as Smirnoff Red Label, Smirnoff Vanilla, Smirnoff Miami Peach, Captain Morgan Spiced Gold, Captain Morgan White, Captain Morgan Tiki, Baileys, Tanqueray London Dry, Ciroc Blue Dot, Johnnie Walker Black Label, Guinness, Casamigos Blanco, Reposado and Anejo, Tanqueray 0.0%, Captain Morgans Spiced Gold 0.0% and Seedlip into the selection of Glasgow cocktails and mocktails.
Alice said: “This is a great opportunity for everyone – everyone wins.
“Customers get as many days and nights out as they want during the 10-day run, with £5 to £7 exclusive cocktails at each spot, all unlocked with your Glasgow Cocktail Festival wristband.
“And the bars, restaurants and hotels have new people coming in to try them out as well as the return of customers who don’t come in quite so often any more due to life getting in the way.
“Thanks to our partners Diageo we have been able to put together something really special that supports the hospitality industry and I’m super confident the people of Glasgow and beyond will embrace this event and we’ll be back year after year,” said Christison.
Kyle Martin of Diageo said: “Diageo are thrilled to be supporting the hospitality trade and broader industry with our partnership with M-AD on this incredibly exciting new concept.
“We love the events created by M-AD and the massive economic impact and sales uplift they have consistently brought at their regular events around the UK.
“They provide the industry with a real boost in challenging times so we felt we had to be part of helping them create their most impactful concept yet with Glasgow Cocktail Festival,” said Martin.
“This is just the beginning of an exciting long-term partnership and we are very happy to collaborate on spotlighting Glasgow’s incredibly rich scene, with a wide range of bars, venues, restaurants, hotels and more ready to join this exciting concept.
“We are bringing to Glasgow Cocktail festival the full power of our deep range of premium spirits brands, as well as the vitally important alcohol-free offerings delivering all the premium taste with none of the alcohol.
“Helping promote and really drive home the Drink Aware message is at the core of this event so mocktails are a key element of every menu, just like the zero per cent brands we created for that very reason.”
