Smith & Sinclair launch edible alcohol shop

Explorers of alcohol, Smith & Sinclair, are inviting the curious and adventurous to jump down the rabbit hole and embark on a multi-sensorial journey.

Taking over the downstairs of Benefit’s flagship store on Carnaby Street, Eat Your Drink will challenge all perceptions of what alcohol can be by deconstructing cocktails. Visitors can expect an assault on the senses with everything from alcoholic bubbles and perfumes to infused candy floss and cocktail dib dabs to Smith & Sinclair’s trademark cocktail pastilles. Eat Your Drink will also curate eclectic events at night, hosting panel discussions with leading influencers, workshops and more. The adult pop-up is free to enter everyday from November 17th to December 24th, with ticketed night time events.

The interior is being created by set designers Darling & Edge and the smell of the shop is to be curated by “The Heston Blumenthal of Perfumes”, Odette Toilette.

Smith & Sinclair, who reached recently reached their crowdfunding target, is partnering with a number of brands and individuals with more surprise collaborations confirmed. Official drink partners for Eat Your Drink include Duppy Share, Sipsmith Gin, Firefly Tonic, Jools Drinks and Two Birds Vodka. Eat Your Drink will open as a shop during the day seven days a week and host specially curated ticketed events during selected evenings, including eyelash making with Not On The High Street 2015 ‘Make’ award-winner Niclove, a food start-up panel with We Are Blacksheep as well as events by Sipsmith Gin, Tatty Divine, Benefit and more.

Speaking about the launch, head of events and promotions at Benefit Cosmetics, Kyra Oates says: “Smith & Sinclair have completely thrown away the rulebook on what you can do with alcohol and come up with a real treat for the senses. Be amazed in our store by day with mind-blowing edible delights and by night get stuck in to the talks and workshops with the leading names in fashion, beauty and more. Trust me you’ve never seen anything like this before and we are so excited to have them with us for this period.”

Full Fat is handling the PR for this activation.