Old Street, London, Wednesday 27 October 21: Two of the most innovative and disruptive figureheads in the drinks industry announce today an NFT collaboration: an original campaign that focuses around the blossoming world of luxury digital art collecting. The Alchemist is proud to work alongside Cambridge Distillery on this unique project, Cambridge Distillery are at the forefront of innovation in gin distilling, with a customer base that enjoys fine art and creativity.

The Alchemist, Old Street, will host a preview of the NFTs at 7.00pm, before they are available to purchase on 28th October. To celebrate the collaboration, an exclusive Cambridge Distillery Menu has been curated that will be available across all Alchemist sites nationally which will include: 'Falling Apple', 'Ikura' and 'Cambridge Smash Up'; each using a different gin from the Cambridge Distillery portfolio.

The Alchemist is a UK-wide bar group known for its theatrical and exceptional drinks service, unique interiors and focus on customer experiences and through this collaboration they hope to reach those that want to combine their love of tradition with innovation.

An NFT is defined as a 'non-fungible token,' deemed by some as an'evolution of fine art collecting.'  There will be 'tiers' of NFTs available via The Alchemist and Cambridge Distillery - ranging from £25 for an entry level piece to £500. Notable news stories around NFTs recently discuss a person paying over $300k dollars for a video by Grimes, and over $6million for content by Beeple. Sotheby's recently sold an NFT collection for $26m. 

Once the Cambridge Distillery x Alchemist NFT is purchased, the customer becomes part of a unique community, which gives them fun and enchanting rewards such as access to Cambridge Distillery's Luxury Portfolio, private tastings with Master Distiller William Lowe MW, and chances of unique in-venue experiences at The Alchemist. And whatsmore, who knows, in years to come the NFT may be worth its weight in gold, or gin….

Be sure to keep an eye out on The Alchemist's social media channels in the coming weeks for more information on how you can purchase these bespoke NFTs.

https://www.instagram.com/thealchemistuk/ 

Jenny McPhee, Brand Director at The Alchemist says:

“Once again, The Alchemist is looking beyond 'the bar' and turning to technology to deliver a unique experience for our guests. Along with our unrivalled theatrical cocktails, our guests have long loved taking photographs of the unusual and engaging artwork adorning our walls and our menus – so we are delighted to be able to offer them the opportunity to own their very own Alchemist NFT. We are excited to be working with the team at Cambridge Distillery on this very creative and current project.”

Sonny Macaravey, National Account Manager at Cambridge Distillery says:

“Each NFT created will be as unique and discerning as the Cambridge Distillery Drinker and The Alchemist customer. The world of fine art has synergies with luxury drinks and at Cambridge Distillery we are constantly trying to communicate how we respect tradition but at the same time want to innovate and look forward. Drinks brands have long worked with artists and we wanted to take it to the next level by exploring the burgeoning world of NFTs. We saw the opportunity the NFT space could afford us to collaborate in a disruptive way with a like-minded and innovative partner in The Alchemist to take customers on a unique journey, to expose them to new experiences. An NFT is the modern way to enter the world of art collecting, and our collaboration with The Alchemist will give art and gin fans the chance to own a piece of timeless digital art, be part of an extraordinary community, and to enjoy unforgettable experiences at one of the most theatrical and beautiful hospitality groups in the UK.”

For more information please contact kierancorbitt@thealchemist.uk.com

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Notes to Editors 

About The Alchemist

The Alchemist is a true master in dark arts and molecular mixology with theatre and immersive experiences at its core. This, coupled with innovative presentation and sensational settings, makes The Alchemist an unrivalled all-day destination. Established in 2010, The Alchemist provides an all-day casual dining experience, complemented by an expertly crafted drinks menu. Earlier this year they celebrated their 10th anniversary by releasing their first cocktail recipe book in association with Ebury Press. 

The Alchemist's creative cocktail bars and restaurants can be found across the UK including London, Edinburgh, Manchester, Birmingham, Leeds, Newcastle, Cheltenham, Oxford, Nottingham and Cardiff.

About Cambridge Distillery and Master Distiller, William Lowe MW

Gin production has remained almost completely unchanged since the mid-18th Century. Most are good. Some are very good. William wanted to achieve something outstanding. He started with a deep knowledge of ingredients, only using botanicals that are fresh and in season. He distils each botanical individually to achieve the perfect flavour. Temperature, timing and pressure are just three of the nine variables that he uses to tailor the treatment of each and every botanical, and has made blending gins an art form within the category.

William has worked within the drinks industry for 23 years and has taught over 10,000 individuals on the WSET Courses, twice being awarded WSET Educator of the Year. William is the first Master Distiller to ever become a Master of Wine.

About NFTs

A definition of an NFT can be found here: https://www.forbes.com/uk/advisor/investing/nft-non-fungible-token/ 

*reference: https://www.adweek.com/media/nfts-guide-nonfungible-tokens-cryptomedia-trend-ownership-internet/