LONDON’S CALLING

London’s Calling: Verbier Gin Joins the Swiss Takeover in Shoreditch

Last autumn, Verbier Spirit was proud to be part of London Calling, a dynamic week-long pop-up event celebrating all things Verbier in the heart of East London. Organised by Verbier Tourisme, the event transformed Shoreditch into a slice of the Swiss Alps — and Verbier Gin was delighted to be served at the exclusive opening press night to help kick things off in style.

Held at the Iron Bloom event space, the venue was reimagined as a chic Alpine coworking and cultural hub, welcoming Londoners, Verbier fans, and industry insiders for a vibrant week of events and experiences that captured the unique spirit of our mountain town.

A Toast to Connection and Culture

At the launch night, guests were treated to an evening of regional flavours and warm hospitality. Verbier Gin was served alongside Valais wines, local beers, and delicacies from the region, giving London’s media a genuine taste of the Alps. It was the perfect introduction to the week ahead, setting the tone with a glass of something special.

Highlights of the Week:

• A dedicated event for UK media featuring sustainability voices including explorer Tom Avery, Earth Changer founder Vicky Smith, sustainable travel journalist Richard Hammond, and ski coach and POW UK ambassador Warren Smith.

• A reception for Verbier’s London-based community of secondary residents, joined by the Swiss Ambassador to the UK, Markus Leitner, and local officials from the Val de Bagnes Commune.

• Two electric evenings of Palp Festival’s Electroclette, featuring DJ sets from Claire McGregor and Garance, and classic raclette prepared by the iconic Eddy Baillifard.

• According to organisers, more than 490 servings of raclette, 192 bottles of Valais wine, and over 800 local beers were enjoyed — with plenty of toasts raised using Verbier Gin on the opening night.

Why London? Why Now?

The event was about building bridges — between Verbier and its British visitors, between tradition and modern lifestyle, and between mountain culture and the city. Verbier is not just a destination — it’s a way of life — and Verbier Gin was proud to be there at the start of a week that celebrated exactly that.

What’s Next for Verbier Gin?

We continue our mission to share the taste of Verbier beyond the Alps, one sip at a time. London Calling was a celebration of where we come from — and where we’re going. Thanks to everyone who joined us at the opening night.

Until next time, London — santé!