The Soho Spirits Festival 2025 is set to debut in London’s West End from September 4–6, transforming the iconic district into a three-day celebration of spirits, culture, and Soho’s legendary nightlife.
Presented by Global Spirits Specialist Tony McGeever and creative collective IFNOTNOWWHEN, with headline sponsorship from DRAM5 and NXUS Drinks, the festival aims to shake up the traditional drinks weekender. Backed by an eclectic lineup of brands—including Bushmills, Crystal Head Vodka, Salcombe Gin, Luxardo, Glenfarclas, Café Solo, Khoosh Bitters, and Still G.I.N.—the event blends tastings, masterclasses, and immersive cultural experiences across Soho’s most storied venues.
From The French House, Milroy’s, The Soho Whisky Club, The Vault, Gunpowder Soho, Little Ku, Underbelly Boulevard, Zima, and All Is Love, each space will host exclusive menus, surprise collaborations, and one-off bar takeovers.
Expect the Unexpected
In true Soho style, the festival is full of surprises. One standout activation will see Snoop Dogg and Dr. Dre’s Still G.I.N. take over the iconic We Are Cuts barbershop, offering free cocktails and haircuts to festival-goers and trade guests alike.
The programme promises something for everyone:
Masterclasses led by award-winning bartenders, distillers, and global brand ambassadors
Rare tastings featuring festival-only serves, limited editions, and hard-to-find pours
Immersive experiences that showcase the eclectic and creative spirit of Soho
A Festival by Soho, for Soho
“The aim of the Soho Spirits Festival is to be ‘by Soho, for Soho,’” says Festival Director Tony McGeever. “It’s not just about supporting the spirits trade, but the wider community—hairdressers, tattoo parlours, cafés, and everything that makes Soho’s soul unique.”
Kicking off with a launch party on Wednesday evening, the festival will run through Saturday, culminating in a vibrant closing celebration. With Soho drawing more than 140,000 people on a typical weekend night and home to over 700 bars and restaurants, the district provides the perfect stage for this high-energy celebration of nightlife and culture.
The event is expected to attract a diverse and creative crowd from across London and beyond, including bartenders, industry professionals, media, fashion insiders, and culturally curious consumers. As McGeever puts it:
“We’re not just celebrating spirits. We’re celebrating the spirit of the community. Think of it as your VIP locals pass for three unforgettable days.”
The Soho Spirits Festival 2025 is positioned as more than just a drinks event—it’s a bold reimagining of what a festival can be, uniting hospitality, creativity, and community at the heart of London.
