Waitrose Winter Food & Drink Festival 2024

SERVING UP A FEAST FOR THE SENSES

We packed the menu for this festive celebration of Waitrose food and drink. Some 9,300 people descended on London’s Tobacco Dock for a two-day feast of food and drink sampling, masterclasses, demos, talks, tablescaping, wreath making, live music, and much more. Two floors of themed spaces served up 1,000+ products in a fun, engaging, and original programme, catering for audiences old and new.

A large crowd waits in line at night beside a historic tall ship and a lit brick building, with string lights and umbrellas visible on a rainy evening during the Waitrose Winter Festival.
The stunning festival location of Tobacco Dock.
A vibrant indoor market scene at night during the Waitrose Winter Festival, with people walking on an upper-level walkway and gathering below, illuminated by colorful purple and yellow lights against exposed brick walls and wooden beams.
The festival expanded in its third year to take over both levels of Tobacco Dock.
A male server in a black shirt talks to seated customers at a lively, crowded bar decorated with green balloons and lights, capturing the festive spirit of the Waitrose Winter Festival as people eat, drink, and socialize.
Showcasing and sampling 800+ products.
A group of people smiling and laughing at an indoor Waitrose Winter Festival event. A woman in glasses holds a wine glass, while a man beside her laughs. Festive lights and a colorful bar booth brighten the background.
Drinks flowed with Champagne, Beer & Cider, Wine & Spirits and no alcohol zones.
A woman wearing a green Waitrose apron smiles as she serves a drink to an attendee at the bustling Waitrose Winter Festival, with people and stalls visible in the background.
New this year, the Waitrose Experience room gamified sampling, encouraging guests to try something different from Waitrose Own Label ranges.
A person wearing a green apron holds a tray of small food samples in paper cups, while others reach to take them at the Waitrose Winter Festival tasting event.
Food sampled served throughout the festival.
Two people stand behind a kitchen counter cooking, preparing dishes inspired by the Waitrose Winter Festival. The woman on the left peels a potato while the man in a vest smiles at her, surrounded by pots and kitchen utensils.
Meet the Experts Theatre was packed with inspiration and famous faces including Nick Grimshaw and Angela Hartnett from the ‘Dish’ podcast.
A man in a red apron cooks at a kitchen counter during the Waitrose Winter Festival, ladling food into a pan. Behind him is a large, colorful backdrop featuring food and a basketball net, with utensils and ingredients scattered on the counter.
Free drop-in demonstrations in the Meet the Experts theatre.
A woman in an apron speaks to an audience during a Waitrose Winter Festival cooking demonstration, with a man standing beside her behind a counter filled with fresh vegetables, lemons, and kitchen utensils.
Four Masterclass theatres (one dedicated to cheese) offered hands-on drink and food experiences.
Three women craft holiday wreaths at a festive table adorned with greenery and pinecones. Two doors with Christmas wreaths and a large snowflake pattern set the scene for a creative Waitrose Winter Festival gathering.
Getting hands on at the wreath-making workshop. One of 120 bookable and drop-in sessions
At the Waitrose Winter Festival, a group of people sit at a wooden table making cocktails, with one woman pouring a drink from a shaker into a martini glass while others watch and smile. Bottles and bar tools are scattered on the table.
Masterclasses included cocktail making and cheese pairings.
A DJ wearing a gray beanie and scarf stands behind a wooden booth labeled PIMENTAE DRINKS, mixing music on DJ equipment at the Waitrose Winter Festival. The booth is decorated with greenery and set in an indoor venue with string lights.
Live music, live DJs and dancing.
People gather and socialize inside a warmly lit, brick-ceilinged cheese cellar at the Waitrose Winter Festival, holding drinks and chatting near arched displays stocked with bottles and cheeses.
On the lower level, the Cheese Cellar and wine vaults found an impressive new home.
Two smiling vendors wearing navy aprons and black beanies stand behind a display of packaged snacks and samples at a Waitrose Winter Festival food market stall with a brick wall background.
A smiling person holds a pizza peel with a freshly baked, steaming pizza topped with cheese and sausage, reminiscent of cozy treats enjoyed at the Waitrose Winter Festival, with the focus on the pizza in the foreground.
Food Court selling perfectly prepped meals.
Three smiling people in green aprons stand behind a table, packing gift bags labeled Waitrose Winter Festival in a festive setting with a Christmas tree twinkling in the background.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.

The Numbers:

The Reactions

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FOUR SOLD OUT SESSIONS – 9,300 TICKETS SOLD

OVER TWO FLOORS FOR FIRST TIME

250 SUPPLIERS

1,000+ PRODUCTS TO SAMPLE

120 BOOKABLE & DROP-IN ACTIVITIES

NEW FOR 2024… WAITROSE EXPERIENCE ROOM

“Impossible to improve”

“Best year yet”

“Spectacular”

A pair of large, stylized quotation marks in red, white, and blue colors, positioned closely together on a transparent background.

The Reactions

Stylized orange and navy blue quotation mark symbol on a transparent background.

Related work:

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A dark circle with a white X in the center, surrounded by a colorful glowing ring that transitions from pink on the left to blue on the right.

Our Work

Our Approach

Arq Innovation Lab

Our Thinking

Our Team

People & Planet

Contact Us

You’ll find us here
Unit 4, 156 Bermondsey Street, London SE1 3TQ

hello@wearecollider.com

+44 (0)800 099 6077