BRAND
PARTNERSHIP
{PAIRED} Carousel X The Tate Modern X AVA Festival
The series is a groundbreaking collaboration that brings together globally recognised chefs and DJs for a series of activations by Carousel, AVA Festival, and The Tate Modern. I secured partnerships with Tia Maria, Palmerae Gin, and Raasay Whisky, offering these brands exceptional exposure alongside some of the most exciting talent in the industry. The concept of PAIRED is simple yet innovative: pairing world-class chefs and DJs to create unique, co-created menus and soundtracks that blend their shared influences. Talent involved in this series included Gilles Peterson and Yoji Tokuyoshi, Midland and Bar Brutal, and Yusu and Nudo.
INTERNATIONAL
OPENING
Berenjak X Soho House
I supported Berenjak with opening their first American site at Dumbo House in New York. This included sourcing local ingredients, adjusting recipes to suit American measurements, and developing new regional drinks. A carbonation system was set up for the “Shumpine,” and teams were trained in bar prep, service, and front-of-house sales. Cultural nuances were carefully considered to ensure a smooth launch, with ongoing support provided to the team to address any challenges that arose.
The head of Operations shared, “Maya's contribution to the success of our first New York opening was crucial. She handled all creative, training, and operational aspects of the drinks program rollout with ease. Her 'yes' attitude made working with her both easy and enjoyable. Maya went above and beyond to ensure the opening’s success, and her creativity and problem-solving resolved any unexpected challenges. Guests and the team love the drinks she created, and we’re planning to introduce them at our other locations!"
Bar
Takeover
BAO X House of Suntory
To boost awareness of BAO's cocktail program and expand its reach, we partnered with House of Suntory for a series of takeovers by Top 50 Bars globally. Guest bartenders from Kaito del Valle, Drink Kong, and Lucy’s Flower Shop crafted unique BAO-inspired cocktails, while BAO’s chefs designed complementary dishes. The results were impressive: a 220% increase in drink sales on the event night and a sustained 24% increase afterward. House of Suntory also enjoyed enhanced sales and greater visibility both on-site and through our communications.
BRAND PARTNERship
THE CADOGAN ARMS X CASAMIGOS
To launch The Cadogan Arms' terrace during Chelsea in Bloom, a key calendar date for the pub on Kings Road. Identifying the affluent Chelsea crowd & the rising popularity of agave spirits in industry trends, I highlighted Casamigos Tequila as the perfect partner. The partnership led to an innovative floral display interspersed with agave, along with a menu of Casamigos margaritas crafted by the bar team. The success of the partnership prompted the addition of "Rose Room After Dark," a series of live music events. The Cadogan Arms experienced a significant increase in drinks sales, while Casamigos gained exposure to its target audience through social media and on-site visibility with co-branded assets.
Product Development
Gymkhana X Amrut
To celebrate Gymkhana's 10th anniversary, I teamed up with India's leading whisky distillery, to develop a bespoke bottling. Our aim was to offer Gymkhana's guests an exclusive experience that reflects its Indian heritage and prestige. I liaised with Amrut who sent samples of different casks from the distillery and after rigorous tastings, we selected a finish that perfectly pairs with Gymkhana's rich cuisine. The whisky was launched in Gymkhana and its cocktail bar, 42, showcasing a specially designed label incorporating both Gymkhana and Amruts branding. The limited edition whiskey sits the back bars alongside a commissioned painting of a panther, proudly presenting the bottle.
BRAND
PARTNERSHIP
Ochre X Champagne Telmont
For Valentine's Day, we created the ‘Love Conquers All’ activation. The experience included a complimentary glass of Telmont Réserve de la Terre Champagne, a self-guided tour of the most romantic paintings at the National Gallery, and a three-course feast paired with Telmont’s champagnes. The event was fully booked well in advance of Valentine's Day, and both Ochre and Telmont benefitted from outstanding press coverage, including a feature in GQ.
Strategic Partnership
The Tate X 58 & Co X The Rare Tea Company
The Tate Modern sought a signature drink for the launch of a Guerrilla Girls exhibition. I aimed to spotlight leading female producers to reflect the empowerment central to the Guerrilla Girls' work while aligning with the British seasonal ethos of Tate Eats. Airmail London crafted and produced the drink in collaboration with two female-founded London producers: 58 & Co, renowned for their exceptional gin and vodka, founded by Carmen O’Neal, and The Rare Tea Company, founded by Henrietta Lovelle, celebrated for their sustainable and ethical tea sourcing practices.
BRAND PARTNERship
The George X Guinness
To establish The George as a premier venue for Guinness and sports, we created a multimedia campaign onsite and digitally. The first year showcased free-flowing pints of Guinness and a special menu featuring Guinness-infused dishes, supported by professional photography and videography, reaching 350K online. Building on this success, the second year featured an all-star panel for a rugby legends lunch and influencer events, reaching 2M. These campaigns led to The George being chosen as the first venue outside of Dublin to offer Guinness 0.0% on draught, promoted by Lad Bible to an additional 14M audience.
BRAND PARTNERSHIP
THE CADOGAN ARMS X CHASE DISTILLERY
To celebrate this years Chelsea Flower Show, The Cadogan Arms partnered with Chase Distillery, a partnership built on shared values of using locally sourced British produce. The activation featured seasonal cocktails and dishes incorporating Chase products like Gin-Cured Salmon and a Raspberry and Basil Gin Trifle.
Ricky Paul Flowers recreated the Trifle in flower form, aligning with the Chelsea in Bloom theme - Floral Feast.
MENU DEVELOPMENT
UKIYO Handroll Bar
I worked with the Ukiyo team to curate a drinks offering that aligned with their concept. We focused on showcasing key Japanese ingredients, while also highlighting smaller, local producers to aligned with their values. The final offering was a concise, premium selection of cocktails that compliment Ukiyos guest experience.
We sourced Japanese glassware, clear block ice, and added branded touches like bespoke coasters and ice stamps. A few standout drinks included:
SHISO SOUR: Shiso Vodka, Fresh Yuzu, Egg White
SMOKY TOKYO: Golden Plum Mezcal, Umeshu, Bitters
SANSHO PICANTE: Tequila, Sansho Pepper, Togarashi, Lime
CHERRY STONE NEGRONI: Sakura Gin, Cherry Vermouth, Campari
Every element was thoughtfully chosen to enhance the overall experience and tie into Ukiyo’s concept.