First-of-its-kind cocktail bar and experiential liquor retail concept, GENUINE Liquorette, now open

GENUINE Liquorette

GENUINE Liquorette, a unique bar and takeaway cocktail retailer, is now officially open in Fitzrovia. Set inside a converted Victorian pub on Rathbone Place, the bar concept centres around accessibility and creating an inclusive bar and cocktail culture, where drink enthusiasts at all skill and interest levels can participate. Through a wide variety of programming designed to provide unique experiences, create convenience and educate guests to feel empowered to be their own bartender, GENUINE Liquorette boldly disrupts traditional cocktail norms, breaking down the barrier between bartender and guest, as well as innovating on-site and off-site cocktail creation.

GENUINE Liquorette is led by General Manager Matt Roberts, with an innovative bar programme from Bar Manager Elliot Davies, whose past experience includes Ace Hotel, Callooh Callay, and Satan’s Whiskers.

Unique Experiences
As guests enter the bar on the ground floor, centre stage is the bar counter, where guests can create custom-bottled cocktails under the guidance of an expert bartender. Autonomy is passed to the guest as they proceed through each station, where the fresh ingredients, typically found behind the bar, are made accessible, front and centre, for their discovery. The personalised cocktails can then be enjoyed on the premises, taken home, or delivered via GENUINE Liquorette’s website for intimate or large group entertaining.

The ground floor is also home to GENUINE Liquorette’s ‘All Star Classics’ line-up of 6 exclusive cocktails on tap, created by members of the global bartender community such as Greg Almeida, formerly of Scarfes Bar, and Jim Wrigley, Bourne & Hollingsworth. The All Star Classics are also available for takeaway or delivery via GENUINE Liquorette’s website or Deliveroo.

Upon heading upstairs through the vintage liquor ad-clad stairwell, guests find the main Liquorette bar, serving Liquorette’s signature ‘Cha-Chunker’ cocktails – a novel invention resulting in a playful twist on the classic spirit and mix.

In addition, a selection of signature serves are available such as V8 Engine, mixing Olmeca Altos Plata, tomato water, house made fraise; and The Salted Cocchi, made with Plymouth, rose salted cocchi americano, and grapefruit bitters.

Also on the first floor, Liquorette’s ‘Rough Justice’ system allows guests to choose their own spirit from the bottles lining the shelves and work with the bartender to create personalised cocktails. Labelled by price per gram, customers pay by consumption, with the spirit bottle weighed before and after use.

Cocktails anytime, anywhere

In order to bring the bar to the home or office, GENUINE Liquorette offers the custom-bottled cocktails and All Star Classics for takeaway and/or delivery – a first-its-kind offering in the city. The bartenders at GENUINE Liquorette provide everything needed (minus the glassware) to serve fresh, personalised cocktails to friends, family and co-workers at cocktail parties, office happy hours, or for a casual night watching a favourite programme on the sofa.

Additionally, for added convenience, the bar is fronted by a full-service liquor store, where guests can peruse and purchase high-quality and unique bottles to take away either as a gift or for their own personal use at home.

BYOB – Be Your Own Bartender

Weekly bartending masterclasses are also held upstairs on the first floor. These in-depth, lively and interactive classes teach participants how to be their own bartender, tackling topics including how to properly shake and stir, measurements and ratios for making the perfect balanced cocktail, and more. Once completed, guests become a certified GENUINE Liquorette bartender and are empowered to casually tend bar for friends and family whenever they come in to the Liquorette.


A bespoke ‘Five-Star’ pizza menu developed by Daniele Pampagnin of Cecconi’s and Soho House London, brings a little taste of NYC’s beloved pizza culture to London. A hybrid of pizza and calzone, indulgent choices include the ‘Shrooms, made with stracciatella, chanterelle, summer black truffle, and vegan options such as the Holy Vegan made with Vegan mozzarella, sweet potatoes, baby spinach, red onion and pine nuts.


Designed by the award-winning team at AvroKO, GENUINE Liquorette draws inspiration from NYC’s street-corner bodegas and classic liquor stores. An innovative hybrid of bar and shop, neon signage, creative murals, and collages of 70s personalities abound, and the walls of the two-story site are lined entirely with spirit bottles. The overall capacity of 125 includes two private ‘snugs’ on the upper floor, seating 6-8 and complete with Lazy Susans to create the ultimate intimate setting for groups or couples.

GENUINE Liquorette is a first-of-its-kind custom cocktail experience, while demystifying the cocktail- making experience within its doors…and yours.

Enjoy GENUINE Liquorette responsibly.

Notes to Editors

6 Rathbone Place Fitzrovia

Instagram: @genuineliquoretteldn Website: www.liquorette.co.uk Phone: 0203 319 6306

Hours of operation: Mon-Thurs – 12pm-11:30pm Fri-Sat – 12pm-12am
Sun – 12pm-10:50pm

For more information about GENUINE Liquorette, please contact Sauce Communications: Natasha Goldsmith natasha@saucecommunications.com | 0208 600 3600