Why authenticity matters in spirits marketing

Edmund co-founded Nightjar, a speakeasy cocktail bar with live music, in London with his life and business partner, Roisin Stimpson, in 2010, with its first head bartender being Marian Beke. 

Nightjar quickly stormed the lists of nominations, Best Bars, and more, and a lot of that success was due to Marian's incredible cocktail presentations, in bespoke vessels, using skill and flavour combinations that upped London's game significantly, and have since been copied widely. 

Hand-in-hand with that was Edmund and Rosie's laserlike focus on music, vibes and guest experience. 

Nightjar expanded to a second venue, then a third; they opened a larger version, named Oriole, then partnered with lauded operators Bobby Hiddleston and Mia Johansson to open Swift, an all-day, two-level bar concept that now has three branches in London. 

Me and Edmund sat down in a quiet moment during Bar Convent Berlin to catch up; I really enjoyed this, and I hope you do, too. 

Edmund on IG: https://www.instagram.com/edmundweil/?hl=en

Nightjar bars on IG: https://www.instagram.com/nightjar/?hl=en

Oriole bar on IG: https://www.instagram.com/theoriolebar/?hl=en

Swift bars on IG: https://www.instagram.com/swiftbars/?hl=en

Shaken, a book on James Bond's cocktails co-authored by Edmund, himself a relative of Bond creator Ian Fleming: https://www.amazon.com/Shaken-Drinking-Fleming-Official-Cocktail/dp/0062896253/ref=sr_1_1?dib=eyJ2IjoiMSJ9.iVdqZa9NfDKKPUrxzWQbXVsUHoHeOji1AX4uLOuu5HuNiTu_Ge32Gvilj4xx6VEK.GUVrOCrMbhmQNB3gX5CZe6oMFWWdwKhAdP88A_y_rqU&dib_tag=se&keywords=shaken+bond+cocktail&qid=1760309343&sr=8-1

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Retain Philip’s consulting firm, Liquid Solutions, specialised in on-trade engagement & education, liquor brand creation and repositioning: philip@liquidsolutions.org

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