Bloom Gin is bringing back festival season in 2021 as the official Gin of American Express presents BST Hyde Park. Cancelled this year due to the Covid-19 pandemic, American Express presents BST Hyde Park is back for 2021 and is set to be the celebration of the summer.
As the second time the brand will feature at the festival, Bloom Gin’s bar for 2021 will be the go-to spot for great drinks for the hundreds of thousands of festival-goers over the 10-day event. The The English brand’s Gin bar will also feature a VIP sun terrace.
One cocktail that will be on offer at the brand’s BST Hyde Park bar will be “Summer in Bloom”, a specially curated cocktail celebrating the return of festival season. In order to help those within the drinks and events industries that have been negatively impacted by Covid-19, Bloom Gin will be donating the equivalent of 10 pence from the sale of every “Summer in Bloom” cocktail, and all other Bloom Gin serves available at the Bloom Gin bar, to the Drinks Trust. The Drinks Trust is a drinks industry community organisation that provides care and support to those who form the drinks industry workforce.
Summer in Bloom
- 35ml BLOOM London Dry Gin
- 20ml pink grapefruit juice
- Rose lemonade
- Stir gently
- Pink grapefruit to garnish
Combine the BLOOM London Dry and pink grapefruit juice in a globe glass. Stir, add ice and top with rose lemonade. Garnish with pink grapefruit
The Bloom Gin bar will also play host to a series of events, open to both festival goers and non-ticket holders during BST Hyde Park’s Open House – a Free four day event taking place between the two weekends of music.
“American Express presents BST Hyde Park 2021 will be a huge and eagerly awaited celebration for the nation and we are absolutely delighted to be joining the festival as the official gin sponsor for a second year,” says Elaine Maher, BLOOM Gin Global Brand Director, at owner, Quintessential Brands. “Hyde Park is one of the greatest outdoor venues in the world and each year it hosts some of the world’s biggest artists, so there really is no better place to celebrate the return of festival season as we know and love it. Like many brands and people within the industry, we have missed our summer programme of festivals and events this year, so we’re very much looking forward to getting back out there in 2021 and getting BLOOM Gin back in the hands of consumers once more.”
“Following on from what was a brilliant launch in 2019, we’re so pleased to be extending our partnership with BLOOM Gin and welcoming them back to Hyde Park for 2021,” noted Carla Morini, Director of AEG Global Partnerships. “Our festival goers are big fans of gin and we’re proud to have a partner that enhances the customer experience with quality beverages – as well as introducing their brand new flavours, the BLOOM Fruit & Floral Fusion range, which make their festival debut at BST.”