Following the whirlwind success of their initial site on Brick Lane, the prison-themed cocktail experience Alcotraz is launching a second London venue. (They’re also opening a third in Brighton on October 24 – their first outside of London.)
Despite causing a bit of controversy in the beginning, the experience has proven to be wildly popular – so much so that extra venues are needed to keep up with the demand.
The second London venue brings a second chapter, taking the concept to a whole new level. Hidden beneath Covent Garden you’ll find Alcotraz Penitentiary: Cell Block Six Eight, a basement speakeasy-cum-prison cell hosting some of Alcotraz’s longest-serving inmates.
After purchasing your ticket you’ll immediately be given a processing number and some stern instructions, including what to bring and where to meet the Crooked Guard.
When the day comes, you’ll need to smuggle your own booze—yes, it’s BYOB—past The Warden if you want to transform your contraband liquor into delicious cocktails.
Once inside, you’ll encounter a cast of actors playing out a theatrical storyline. Donning an orange prison jumpsuit, you’ll be introduced to the jail’s notorious bootlegging gang who will help you to transform your illicit booze into bespoke cocktails. Inside Alcotraz: Cell Block Six Eight, the canteen has become the perfect system for the gang to hide contraband behind the back of The Warden, so expect to see your smuggled liquor hidden inside cooking products and ingredients as well as your cocktails served in discreet containers to avoid suspicion!
As part of their new venture, Alcotraz is partnering with Switchback, an incredible charity that enables young Londoners to find a way out of the justice system and build a stable and fulfilling life. A percentage of all ticket sales will be donated to the cause.
Sam Shearman, creator of Alcotraz and founder of Inventive Productions says of the experience: “Within a short period of time the Alcotraz brand has grown incredibly. We’re absolutely thrilled to be able to bring this concept to an even greater audience with the launch of our new sites in Covent Garden and Brighton, while also helping support a fantastic charity in Switchback.
Our ambition at Inventive Productions is to continue to offer those looking for an alternative and unique drinking experience a night-out that can’t be found anywhere else. These new iterations of Alcotraz take inventiveness to an entirely new level.”
Launching on Friday, October 4, Alcotraz will pop up in Covent Garden (68a Neals Street, WC2H 9PA) for four months. The experience costs £34.99 and includes all the mixers and garnishes you need to pair with the booze you’ll bring with you.
Also published on Medium.