Sipsmith has opened an ambitious new distillery experience at its Chiswick headquarters, marking what insiders are calling the most significant investment in London gin tourism since Beefeater opened its Kennington visitor centre a decade ago. The experience, which soft-launched last weekend to invited guests before opening to the public this Thursday, offers guided tours of the distillery floor, hands-on botanical blending workshops, and a rooftop cocktail terrace with views across the Thames towards Kew.
I was among the first cohort through the doors, and I can report that this is no half-hearted bolt-on. Sipsmith has invested north of £4 million in the project, transforming what was previously warehouse and office space into a slick, carefully curated journey through the history of London gin — from the Gin Craze of the 1700s to the craft revival that Sipsmith itself helped ignite when it became the first copper pot distillery to open in London in nearly 200 years back in 2009.
The Details
The experience runs across three floors of the expanded Chiswick site. Visitors begin in the Heritage Gallery, a timeline of London gin peppered with original artefacts — including, rather wonderfully, a reproduction of the cat-and-mouse gin dispenser from the 1730s that actually works. From there, you move into the working distillery, where Sipsmith's beloved copper pot stills — Prudence, Patience, and Constance — continue to produce the brand's core range.
"We wanted people to understand that craft gin isn't a marketing phrase — it's a philosophy," said Jared Brown, Sipsmith's Master Distiller, as he walked me through the new botanical laboratory. "When you watch someone hand-weigh macedonian juniper berries, you understand why this costs more than a supermarket own-brand."
The botanical blending workshop is the real draw. In groups of twelve, visitors work with a distiller to create a bespoke gin using a small copper still, selecting from over forty botanicals arranged on an apothecary-style wall. You leave with a 200ml bottle of your own creation. At £85 per head, it is not cheap, but early booking data suggests it will sell out consistently — the first eight weeks of Saturday sessions were fully booked within 72 hours of going live.
The rooftop terrace, open from April through October, will serve a rotating menu of cocktails made with Sipsmith's full range, including limited editions not available in retail. A separate Gin & Tonic garden on the ground floor will operate year-round.
"London has world-class whisky bars, wine experiences, and brewery tours," said Sam Galsworthy, Sipsmith's co-founder. "But gin — the spirit most associated with this city — has been underserved when it comes to experiential offerings. We want to change that."
Industry Context
Sipsmith's move comes at an interesting moment for the gin tourism sector. Data from VisitBritain shows that distillery visits across the UK grew by 23% in 2025 compared to the previous year, with gin distilleries now accounting for roughly 40% of all spirits tourism footfall. Scotland, predictably, leads the way — Edinburgh's gin distillery trail alone attracts over 300,000 visitors annually — but London has lagged behind despite being the historical home of the spirit.
The investment also signals confidence in a market that some analysts have suggested is cooling. While the explosive growth of 2018-2022 has certainly moderated, premiumisation continues to drive value growth even as volume plateaus. Sipsmith, acquired by Beam Suntory in 2016, clearly sees experiential retail as a way to deepen brand loyalty and justify premium pricing — a playbook familiar from the Scotch whisky world.
"Experiential is where the margin is," one senior spirits industry consultant told me on condition of anonymity. "You're not competing on shelf price when someone has spent an afternoon falling in love with your brand. That's a customer for life."
It is worth noting that Sipsmith is not alone in this push. Portobello Road Gin has expanded its Notting Hill presence, and the East London Liquor Company has added evening events to its Bow Wharf site. But Sipsmith's offering is on a different scale entirely, and it will likely set the benchmark for what consumers expect from a London distillery visit going forward.
What's Next
Sipsmith plans to expand the experience with seasonal programming, including a summer gin garden series and winter masterclasses focused on barrel-aged gins. There is also talk of a members' club tier offering early access to limited releases and private distillery events, though details remain under wraps.
For the wider industry, the question is whether Sipsmith's investment will spur other London distillers to up their game. Beefeater's visitor centre is due a refresh, and I understand that at least two other major gin brands are exploring similar projects in the capital. If gin tourism takes off in London the way it has in Edinburgh, the economic impact could be substantial — and the competition for visitors fierce.
Tickets for the Sipsmith Distillery Experience are available at sipsmith.com, with standard tours priced at £25 and the botanical workshop at £85. Walk-ins are not accepted; advance booking is required.
