Mahiki trades nightclubs for spirits and sports

London nightclub Mahiki, famous for its celebrity guests during the nineties and noughties, has pivoted from venues to products and pop-ups following new ownership and investment.

Mahiki’s club in London’s Mayfair closed after 16 years of operation in 2021, with the brand stating it was seeking a new location. The company now plans to pop up at major sporting events, where it hopes to provide ‘the 360-degree Mahiki experience’ including DJs, dance and drinks. This year, the brand has appeared at Polo in the Park, Henley Regatta and the Grand Prix. Its new strategy includes the launch of a spirits range with a white spiced rum and a pineapple and coconut liqueur. Mahiki White Spiced Rum is a premium, low-calorie expression with notes of ‘Indonesian vanilla, cinnamon and clove’. It is bottled at 38% ABV. Bottled at 28% ABV, Mahiki Pineapple and Coconut Liqueur is a blend of Caribbean rum and fruit, designed to be used in a Piña Colada. The brand plans to expand into vodka soft drinks and premium sipping rums. It had previously created a coconut rum liqueur. Mahiki Group CEO Keith Goddard said: “We’ve always had a great reputation for fantastic mixology and fun cocktails – we plan to bring the iconic Treasure Chest back and work with partner bars and venues to feature some of our best mixes from the Mahiki Vice to our staple Piña Colada. “Our Mahiki group sales team has recently started talking to the trade about the products and they are getting a really strong and positive response, so we are very excited to start rolling out. “It’s time to bring back the fun, colour and vibrancy to the category – we are evolving Mahiki 2.0 as a fully fledged experiences business. Our immediate goals are to rekindle the positive feeling and goodwill that exists towards the Mahiki brand across the UK bar trade and start to build meaningful collaborations and partnerships with social and hospitality events, sports, venues and bar teams and mixologists.”