New hospitality collective aims to put Staffordshire on the map
A new initiative aiming to raise the profile of Staffordshire’s drinks scene has been launched by the award-winning Desire Cocktail Bar
A new industry-led initiative aiming to raise the profile of Staffordshire’s drinks scene has been launched by the award-winning Desire Cocktail Bar.
The Staffordshire Drinks Collective, unveiled at an invite-only event in Hanley earlier this month supported by Pernod Ricard, brings together bartenders, venue operators, producers and brand partners from across the county and wider Midlands.
Designed as a space for collaboration rather than competition, the collective will focus on celebrating regional identity, sharing knowledge and raising standards across the local hospitality sector.
Highlights from the launch included an exploration of ice as a ‘modern key ingredient’, a guided whisky tasting in partnership with Mangrove, and seasonal margaritas created using Altos tequila.
Guests were also introduced to Desire’s signature Staffordshire oatcake martini, a cocktail celebrating local food heritage by reimagining the classic bacon-and-cheese oatcake in liquid form.
The collective builds on Desire’s growing reputation as a catalyst for change within the local scene.
Now in its third year, the Piccadilly bar has positioned itself at the forefront of a new wave of cocktail culture in the city. It recently became one of the first venues of its kind in the area to be recognised at the Visit Staffordshire & Stoke-on-Trent Tourism Awards, picking up a silver award for Best New Tourism Business, while bartender Poppy Gascoine won the Rising Star gold award.
Future Staffordshire Drinks Collective events are set to include tastings, networking, talks and bartender-led sessions, aimed at strengthening connections across the industry and showcasing the region’s potential.
Desire founder Dereece Gardner said the initiative had been created to spotlight the creativity already thriving within Staffordshire.
He said: “There’s a huge amount of talent here, but historically the region hasn’t always been part of the wider conversation around drinks culture. We want to change that by bringing people together, sharing ideas and building something that feels representative of where we’re from.
“This is an opportunity to create a platform for the whole region. If we work together, we can build something that puts Staffordshire firmly on the map.”
People can register their interest for the next event at https://form.jotform.com/250493054844358