Alina Lau is running a whisky festival at St Mary’s Church in Primrose Hill aimed at “people who don’t like whisky”.
Ticketholders to the Shared Spirit festival will be able to taste a range of whiskies at their own pace while listening to DJs, snacking on street food, and enjoying cocktails.
The West Hampstead resident hopes the “unexpected” church setting will open up the drink to those put off by its elite reputation.
“Over time, whisky has been positioned as something heavily traditional, with a lot of rules around how it should be enjoyed,” she said.
“In reality, you can like what you like, in the way that works for you, but there are very few spaces where that feels genuinely welcomed.
“Many whisky festivals still follow a format that hasn’t changed for decades. That can make them feel exclusive and not particularly inviting for people who are curious but do not already feel part of that world.
“It creates a barrier – even for those of us who enjoy whisky but do not have a space to experience it in a more social way as you can with beer, wine or cocktails.”
She feels London’s vibrant bar and hospitality scene already has a strong culture of people going out to try new things.
“This festival is about tapping into that existing energy and applying it to whisky,” she adds.
“The church space becomes less about standing at a booth and more about how people move, talk, taste and spend time together.”
Alina started running monthly events at Bar ONE75 on West End Lane under the title of The Nightcap Club amid frustration with the whisky scene and the “tropes” attached to it.
As a female whisky lover she found some of the culture around it off-putting.
“It felt difficult to explore without judgement or expectation, so I created my own space,” she says.
“The Nightcap Club is a free tasting club because if someone has not yet built a relationship with whisky, they are unlikely to pay to explore it. Removing that barrier allows people to try, for themselves, and build confidence in their own taste.”
She works closely with brands to curate tastings and create an environment where people feel comfortable.
Shared Spirit is a natural progression on a larger scale. Tickets can be booked for two or three hour sessions throughout the day, with guests getting a tasting glass and moving around the stands trying different whiskies and talking to producers.
There will also be street food, stands with handmade arts and crafts, curated workshops, and a DJ to bring an informal vibe.
A dedicated bar will showcase how versatile the spirit can be in cocktails, while the line up of producers ranges from London brands such as Highgate’s Sacred Sprits and the East London Liquor Company, to Scottish independent distilleries Ardnamurchan and Nc’nean.
There will also be producers from the Cotswolds, Wales, India, New Zealand, and Japan – with added pours from festival sponsors Bushmills and Fever Tree.
“It shows how whisky is being shaped by climate, culture and creativity around the world,” says Alina.
“You are seeing more diverse producers, more women, and a move away from rigid rules around how whisky should be enjoyed.”
She added: “A lot of people think they do not like whisky, but that is often shaped by specific experiences. It might have been a heavily smoky whisky, or something they associate with an older generation. Even the way it is portrayed in films can shape that perception.
“Whisky is made from just three ingredients grain, yeast and water, yet the range of flavours is so broad. Once you shift how it is introduced, perceptions start to change. Smaller pours, better context, the option to add water or try it in a highball all make it more accessible.
“We are not trying to convince people to like whisky in a single moment. The aim is to remove some of those barriers and give people the space to explore it on their own terms.”
Shared Spirit runs on Saturday June 6 at St Mary’s Church, Primrose Hill. Proceeds go to the non profit Equal Measures. Tickets from www.sharedspirit.live
