Birmingham cocktail raises a toast to English Tourism Week

A cocktail celebrating Birmingham’s rich and diverse food scene has been created as part of a campaign by Visit Birmingham, to mark English Tourism Week.

The Birmingham Cup, designed by Luke Pearson, bartender at The Lost & Found, combines coriander and cardamom – key flavours of the fragrant cuisine of India and Pakistan now synonymous with Birmingham – and Broker’s Gin, which has been produced in the city for over 200 years.

The cocktail was created as part of VisitEngland’s Cities campaign, highlighting the great cities around England to domestic visitors, which is part of a series of VisitEngland RGF-funded campaigns focusing on a range of themes including Romantic Getaways, English Seaside and Coastal Escapes.

Kate Taylor, general manager at The Lost & Found, said:

“We’ve developed a great reputation for cocktails, created in-house by our talented team; they’re often twists on classics and a little bit out of the norm, so I guess that’s why we were asked to create this unique cocktail for English Tourism Week.
“As well as the locally distilled gin, it has key elements of curry and spice which are a big part of our food culture; we think drinkers will love it.”

Birmingham’s growing reputation as a culinary capital has received both national and international acclaim; last year, New York Magazine hailed its ‘burgeoning food scene’, while Olive magazine recently declared Birmingham ‘Britain’s foodiest town’.

This ‘foodie status’ was also reflected in a recent survey of visitors to Birmingham, which showed that the city’s food and drink offering was the most popular reason to visit. Birmingham’s food and drink sector is worth £438.4 million to the local visitor economy, supporting some 7,294 full-time equivalent jobs.

Emma Gray, director of marketing services at Visit Birmingham, the city’s leisure tourism programme, said:

“Birmingham is a foodie haven, and this is cleverly reflected in The Birmingham Cup cocktail. We have more Michelin-starred restaurants than any English city outside London, an award-winning street food scene and a plethora of food markets and festivals. As the birthplace of Cadbury chocolate, Bird’s Custard and the Balti, the city tickles every taste bud.”

The Birmingham Cup cocktail will be available at the bar on Bennetts Hill during English Tourism Week (March 29th to April 6th). It will be priced at £5 Monday to Friday from 5pm-8pm and £7.50 at all other times.

Try The Birmingham Cup at The Lost & Found –




For further information or pictures please contact:

Jon Perks, Liquid – or 01527 832205

 About Visit Birmingham

Visit Birmingham is the city’s official leisure tourism programme for Birmingham, part of Marketing Birmingham’s destination marketing strategy. As one of the top visitor cities in the UK, attracting over 33.8 million visitors a year, Birmingham is a must-visit leisure destination for all. It is supported by the European Regional Development Fund, through the Investing in the City Region project.

 About English Tourism Week

English Tourism Week is a week-long celebration of events showcasing the quality and vibrancy of the visitor experiences and the value the tourism industry brings to the nation. Now in its third year, the VisitEngland initiative sees hundreds of events take place across the country to kick start the tourism season.

About VisitEngland

  • VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors

  • Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on

  • For corporate information see and for consumer information see About Growing

Tourism Locally – a Regional Growth Fund Tourism Investment Project

  • In October 2011 VisitEngland’s application to the Government’s Regional Growth Fund was approved by the Department for Business Innovation and Skills (BIS). £19.8 million was awarded to deliver a three year partner marketing project entitled ‘Growing Tourism Locally’.

  • This project aims to stimulate the domestic visitor market to grow local economies through increased tourism activity by UK residents. The project enables VisitEngland to work in partnership to facilitate growth at a local level

  • The project ‘Growing Tourism Locally’ has the potential to create the equivalent of 9,100 full time jobs across England and is focussed on areas suffering economic challenges with tourism growth potential.

  • The RGF funding is matched with private sector funding at national and local levels to create a project of £41million over 3 years. About Regional Growth Fund

  • The Regional Growth Fund is a £3.2 billion fund designed to help companies in England to grow. So far £2.6 billion of funding has been allocated to support projects and programmes committed to deliver sustainable jobs and economic growth. Round 5 will open on 11 October and close on 9 December. For more information, please go to



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