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Food, Beverage & Hospitality
Published: 2 Feb 2015

Alcohol + Fragrance Partnerships

Hotel Café Royal's Givenchy fragrance inspired cocktails

In a bid to provide patrons with a rich sensory experience, leading cocktail bars are looking to the world of fragrance for flavour innovation.

London's luxury Café Royal Hotel is launching a cocktail collection inspired by French couture designer Givenchy. Each drink mirrors one of the seven fragrances in his exclusive L'Atelier de Givenchy perfume range. Priced at £13 ($20) per cocktail, the seven tipples will be available for a limited time only.

Offerings include Cuir Blanc – a martini-style cocktail made using Siberian pine needle extract, and Oud Flamboyant – a combination of Japanese whisky and mandarin juice.

This initiative echoes luxury hotel Ritz-Carlton's sensory perfume and cocktail bar in Berlin (also covered in Future Service: Responsive Hotels), which marries alcohol and luxury fragrances. Here, patrons can select a perfume that suits their mood or personality, and an on-site mixologist concocts a bespoke tipple that embodies the chosen scent.

Stylus has recently covered several other initiatives that bring unexpected sensory stimulation to the alcohol domain, ranging from a New Zealand-based sonic wine bar, to British Airways' sensory playlist. For more on the latest innovations in flavours and formats for the alcohol sector, see our coverage of Imbibe Live.

For more on sensory retailing see Selling Scent, Multisensory Retail, Melbourne and Immersive Brand Spaces.

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