The Vintage House, often referred to as an oasis for whisky and cigars in the heart of London, has solidified its reputation among locals as a dependable retailer offering an extensive selection of over 1,300 bottles. This impressive collection includes rare and highly sought-after scotch whiskeys. Nestled a floor above the retail space lies the Soho Whisky Club, where patrons can enjoy a unique selection of additional offerings available by-the-pour. Recently, the club has undergone a significant transformation, seeking to position itself as one of the area’s most enticing attractions while contemplating a rebranding of the category of whisky it celebrates.
The rejuvenation of the Soho Whisky Club stems from a strategic partnership with the Craft Irish Whiskey Club, a modern player in the premium spirits industry that has quickly garnered significant accolades over its four-year existence. This collaboration gives the Soho Whisky Club an opportunity to present the full range of Craft Irish Whiskey’s impressive portfolio, including exclusive, unreleased expressions not available elsewhere. While the club primarily serves its members, the setup allows for special reservations from outsiders to experience select tastings, thus broadening its appeal.
Tony McGeever, the custodian of Soho Whisky Club, has expressed the importance of aligning with partners who understand craftsmanship and community. He believes that the partnership with Craft Irish Whiskey embodies principles of innovation and tradition, which are crucial as the club evolves. Despite the transformation and focus on Irish whiskey, the revamped venue retains a strong dedication to scotch. Notably, it boasts a rare 1940 Glenlivet, one of the oldest available whiskies to drink by the dram in the UK, alongside exclusive access to The Glenfarclas Family Cask Range, making it the only location outside the distillery for individual pours of these famed whiskeys.
The challenge facing such historic establishments lies in the potential perception of becoming outdated in a fast-evolving consumer landscape. Recognizing the need to remain relevant, Malcolm Mullin, owner of both The Vintage House and Soho Whisky Club, emphasizes that the infusion of modern enthusiasm and capital is essential. He is optimistic that the partnership with Craft Irish Whiskey will revitalize the Soho Whisky Club and create exciting opportunities for its members, stressing that such collaborations are vital for the continued growth and sustainability of independent retailers.
Jay Bradley, the founder and master blender of Craft Irish Whiskey, enthusiastically joined the relaunch, underscoring the significance of enjoying fine whiskies in a fitting environment that complements their quality. Bradley articulated that the Soho Whisky Club serves to elevate whiskey culture, turning it into an experience that surpasses just the liquid in the glass. His remarks during the opening day tasting also highlighted the importance of blending and marrying different whiskies, allowing enthusiasts to appreciate the intricate craftsmanship involved in whiskey production. He aptly compared appreciation for whiskey blending to understanding art, illustrating that the combination of unique elements often precedes the individual components.
With its new lease on life, the Soho Whisky Club is set to be an artistic destination for whiskey lovers to indulge in their passion for the spirit. The venue welcomes guests from 1 PM to 11 PM from Monday to Thursday, extending to midnight on Fridays and Saturdays, conveniently located just a short walk from the Covent Garden tube station. As it embarks on this redesigned journey, Soho Whisky Club is poised to not just refresh its interior but also to reshape whiskey culture in Soho and beyond, creating a vibrant community for whisky aficionados.
