Inception Group rolls out Dry January drinks

Inception Group, the London bar business behind the Mr Fogg's brand, has revealed its Dry January drinks offer to combat the quiet start of the year for pubs and bars.

As well as launching new drinks, each venue is also adapting its atmosphere to complement the different socialising requirements that come with Janaury. 

A menu of four new cocktails is available at all Mr Fogg's venues, featuring the same exotic ingredients that is guests are accustom to, but without the alcohol. 

Highlights include the fruity and floral A New Horizon, combining a non-alcoholic aperitif, basil, strawberry, lime, cranberry and pomegranate, foamer bitters; and the Light Through the Fogg, bringing together a distilled non-alcoholic spirit, cordial, rhubarb, mint, cucumber, lime and yuzu soda.

At the group's Control Room B site, the bar is lowering its electrical 'voltage' while elevating flavour through a fully alcohol-free cocktail menu.

Instead of running on traditional power, the Control Room switches to a new energy source of botanical, nature-led spirits. Throughout the takeover, the iconic 1950s theme will feature a warm, low-power glow, setting the tone for a calmer, cleaner start to the year. 

For the month of January, Mr Fogg’s Quizventure at Mr Fogg’s City Tavern near Liverpool Street will be partnering with an alcohol-free beer. The quiz is held every Monday from 5.30pm and priced at £2 per person.

Mr Fogg's was named Bar Group of the Year at the 2025 National Pub & Bar Awards. Entries for the 2026 event are now open.

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