Venerable London whisky shop Milroy's of Soho will be re-launching in February as a whisky specialist, shop and basement cocktail bar in the heart of Soho.
It has been taken over by 28-year-old entrepreneur Martyn "Simo" Simpsons. Simpsons promises to take London's oldest existing whisky specialist and breathe new life into the brand.
He said: "I wanted to build the already established Milroy's brand, bringing it back to its former glory and making it a name synonymous with whisky once again. We also wanted to create a cocktail bar hidden away from the world where people can escape, relax and enjoy a good drink."
Simo's Bar is the 55-seater cocktail bar in the basement of Milroy's of Soho. The bar will serve original, seasonal cocktails made with home-infused spirits, as well as classic cocktails and cheese and meat boards.
There will be a selection of craft beers and fine wine, changing seasonally. There is also the private ‘Barrel Room', shaped as it is named, with enough space to seat a large group of 12 people.
Upstairs in the shop there will be a 12-seater whisky bar called Milroy's Bar, serving a selection of over 250 whiskys, all poured at 35ml rather than 25ml.
A whisky locker is offered to anyone who purchases a bottle of whisky over £200 at the bar, along with a key with the bottle owner's name.
The Milroy's shop will sell its existing range of own-branded whisky, offered alongside a carefully curated selection of independent bottles, some of which are exclusive to the store, as well as a range of whiskies from around the world.
Simpsons is the executive director of Milroy's of Soho and has already three ventures under his belt. Most recently he launched Coal Vaults, a basement bar on Wardour Street, with a paired dining concept. He is also the CEO of building company Griffin Construction, and started Space No9 in Shoreditch.
Milroy's of Soho was established in 1964 by John and Wallace Milroy. The Milroy brothers are credited with bringing single malt whisky from Scotland and establishing it in London.