For the very first time, BOMBAY SAPPHIRE invited A-List guests to their ‘Step Into The Blue’ campaign at a historic event set against the backdrop of London’s iconic River Thames. The event set out to celebrate the gin brand’s global partnership with the UIM E1 World Championship, the world’s first and only all-electric race boat Championship. It is a unique partnership in the world of luxury spirits and the sustainable boating industry. Some A-List guests such as Will Poulter, Josh Denzel, Arielle Free, and Jodie Kidd were among the first to experience the thrilling moment when E1 RaceBirds took flight on the River Thames for the very first time.
What is the E1 RaceBird?
Imagine Formula E meets Formula 1, on water. The E1 RaceBird does exactly that. The E1 Series sets out to revolutionise boat racing with all-electric RaceBirds, offering high-speed action with a focus on sustainability and innovation. This will revolutionise not only the world of marine motorsport but also how we think about clean energy, cutting-edge design, and the future of entertainment on the water, making it one of the most important events of our time. It marks a bold step toward sustainable innovation, showing that high-performance sport and environmental responsibility can not only coexist but elevate each other.
A taste of tomorrow
Actor Will Poulter, best known for his role as a world-class pastry chef in the TV show The Bear, was spotted turning his hand to cocktail-making under the tuition of world-renowned bartender Salvatore Calabrese. In the meantime, BBC Radio 1 presenter DJ Arielle Free, known for her contributions to pop culture and blending, kicked off the event with a lively set on the decks. Guests enjoyed martinis, negronis and G&Ts while soaking in the atmosphere, witnessing a slice of sporting history unfold on the River Thames.
As the official global gin partner of the E1 Championship, BOMBAY SAPPHIRE backs not one but two headline-making teams: Team Brady, led by NFL icon Tom Brady and reigning champions of the league; and Team Drogba, fronted by football legend Didier Drogba and visionary entrepreneur Gabrielle Lemaire. Their presence brings both star power and a global fanbase, tying together the thrill of sport with the sophistication of the brand.
Naturally, BOMBAY SAPPHIRE is also the official cocktail of E1, with signature serves like the classic BOMBAY SAPPHIRE & Tonic and the vibrant BOMBAY SAPPHIRE Sparkling Lemon being sipped by VIP guests in Ocean Club, E1’s exclusive hospitality lounge. It’s more than just a drink—it’s a toast to a new era of sustainable luxury, speed, and style.
We sipped on BOMBAY SAPPHIRE & Tonics as they witnessed the groundbreaking spectacle from Woods Quay on the Victoria Embankment. Launched in 2020, this unique venue, designed by the award‑winning Architectural and Bere Architects, features timber, terrazzo, steel, and floor-to-ceiling glazing—all of which are engineered to float gracefully with the tides and capture breathtaking panoramic river views.
The Coolest Pairing of the Summer: Gin & Gelato
While classic G&Ts set the tone for the evening, BOMBAY SAPPHIRE is also redefining summer refreshment with a bold new twist: Gin & Gelato. Just in time for the holiday season, the brand has launched a limited-time menu that pairs its signature vapour-infused gin with bespoke gelato inspired by its ten hand-selected botanicals. Available from 18th July through the end of August, the exclusive experience will roll out across top UK bars including Bob Bob Ricard and Scott’s Richmond in London, Science and Industry in Manchester, and The Dome in Edinburgh.
Far from your typical dessert pairing, each gelato has been crafted to complement BOMBAY SAPPHIRE’s uniquely bright, citrus-forward taste profile.
At Bob Bob Ricard, guests can enjoy Reverie by the Sea, a Murcian lemon and orris sorbet paired with a 1910 Bombay & Orris G&T.
Over at Scott’s Richmond, Into the Blue brings together aromatic botanicals with a creamy elderflower gelato and the vibrant Sapphire Blossom cocktail.
The Dome in Edinburgh serves up a Seaside Herb Garden gelato with tropical notes, while Science and Industry in Manchester delivers pure summer bliss with the melon and cherry-infused Blue Ripple, served alongside the delicate Pear Pair.
Natasha Curtin, Global Vice President of BOMBAY SAPPHIRE, describes the launch as a natural extension of the campaign: “What better way to celebrate summer in the UK than with this ultimate pairing? Expertly crafted BOMBAY SAPPHIRE cocktails and refreshing gelato, all inspired by our botanicals. It’s about finding beauty in the everyday—through taste, experience, and a bit of surprise.”
Whether enjoyed riverside or in the glow of a cocktail bar, Gin & Gelato brings BOMBAY SAPPHIRE’s signature creativity to life. It’s a playful, elegant taste experience; cool, surprising, and unmistakably BOMBAY SAPPHIRE.
High Voltage and High Spirits
As part of this unforgettable evening where innovation met history and speed met style, guests had the opportunity to immerse themselves in an ultra-realistic E1 RaceBird Simulator. They stepped into the ultra-realistic E1 RaceBird Simulator for a heart-pounding preview of the real thing, earned their very own ‘Pilot’s Licence’ in an AI-powered photo booth, and even tested their skills by piloting miniature remote-controlled RaceBird replicas. Each activation brought the thrill of the championship to life in a playful, high-tech way, elevating the event into a one-of-a-kind experience.
Step in the Blue: A historic campaign
The partnership with E1 marks BOMBAY SAPPHIRE’s bold debut into global sports entertainment—a natural evolution for a brand that has long championed creativity and innovation. This collaboration also introduces the UK to BOMBAY SAPPHIRE’s new Step Into The Blue platform for the first time: a multisensory, immersive campaign designed to blur the lines between art, technology, and experience. Through the dynamic world of electric boat racing, the brand invites guests to not just spectate, but to feel, taste, and connect.
Following the demonstration, guests participated in the Q&A with the pilots from Team Drogba & Team Brady, hosted by TV personality and broadcaster Josh Denzel. This offered guests a rare behind-the-scenes look at the adrenaline, preparation, and innovation behind the E1 Series. As the session was hosted by TV personality and sports broadcaster Josh Denzel, the conversation struck the perfect balance between insight and entertainment. The questions ranged from the teams’ training routines and their experience piloting the all-electric RaceBirds to their thoughts on the future of sustainable motorsport. With candid moments, light-hearted banter, and a few unexpected stories, it was a highlight of the evening that brought the personalities behind the helmets to life.
Where spirits and innovation collide
As the sun dipped below the London skyline and the RaceBirds carved through the Thames with electric precision, it became clear that this was more than just a sporting debut—it was the beginning of a new era. One where BOMBAY SAPPHIRE redefines what it means to celebrate: sustainably, stylishly, and always with a twist of the unexpected. With Step Into The Blue, the brand invites the world to raise a glass not just to innovation, but to imagination in motion.
Find more information on the Step into the Blue campaign here
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All images are courtesy of Dave Benett, Getty Photography.