These days it’s hard to get away from booze – you can’t even go to the cinema without being offered a glass of wine, but there are many who actively need to keep away from temptation, or at times simply aren’t looking to drink alcohol. But where to go? The right concept could attract a significant market.
Catherine Salway, former Virgin marketing chief, believes she has the answer and has launched ‘Redemption’ for customers who want to go out, have a good time, but avoid drinking booze and eating meat.
Redemption will sell a range of classy mocktails, fruit infusions, teas and coffees, as well as serving super-healthy food, including desserts that are good for you. Produce will be sourced locally and, where possible, organically.
Redemption will also work closely with local communities, teaching people how to cook with food that would otherwise end up as waste, offering employment opportunities, and supporting charities that work with people with addiction problems.
Launching at Netil 360
The concept will roll out with a pop-up venue on the rooftop of Netil House (pictured above) in Hackney, East London (1-7 Westgate Street, London, E8 3RL) on ten consecutive Sundays from 21 July.
On 8 September, Redemption plans to open a second, permanenent venue in Trellick Tower, near Notting Hill in West London.
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