English gin brand Oxley is partnering with a clutch of renowned London bars to celebrate the resurgence of a classic cocktail: the Gimlet.
The cold-distilled gin brand has challenged bars including Tayēr + Elementary, Lyaness, Three Sheets, Nine Lives and The Blue Bar at The Berkeley to make their own versions of the cocktail – traditionally made with just gin and lime – using its spirit and bottle them for drinkers to enjoy at home.
It forms part of Oxley’s Last Orders campaign, which continues the brand’s support for the on-trade in London amid Covid-19 restrictions as well as promoting its signature serve.
A total of 50 cocktails will be available from each bar through selected retailers, with proceeds going directly to the bar. Tayēr + Elementary’s Tayēr’s Jasmine Gimlet kicked things off in December, with serves from Lyaness and Nine Lives set to go on sale this month.
Will Naylor, marketing director for Oxley, said: “One of our goals in 2020 was to unite and support the hospitality industry by inspiring and celebrating innovation and creating some incredible cocktails in the process.
“Oxley’s Last Orders is the culmination of these partnerships – working with top bartenders to help us change perceptions about the Gimlet and offer consumers the chance to try out some of the most inventive takes on our signature cocktail in the comfort of their own homes.
“The campaign is a celebration of the impeccable skill and technique of the amazing bartenders and accounts we’ve worked with, and a testament to the creative possibilities and versatility of the Gimlet serve.”
You can find out more at www.oxleygin.com.
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