Albert’s Schloss has revealed it will open the doors to its first site in London this July, in what promises to be the brand’s largest venue yet.
The Mission Mars-backed business has invested £7m on the Trocadero on Shaftesbury Avenue, creating an Alpine-inspired beer hall, bar, and restaurant with live entertainment seven days a week.
Set over two floors with a spacious 18,000 sq ft and room for over 600 guests, the venue features five bars, a stage for performances and an on-site bakery for Bavarian treats.
The venue comes as Albert’s Schloss triumphed at the MCA Hospitality Awards this March, with a second consecutive win for Best Concept. Since its inception in Manchester in 2015, the business has opened sites in Liverpool and Birmingham, with London to become its fourth venue in the UK.
At the new Soho site, the main bar will be polished copper tanks, offering guests fresh, unpasteurised Pilsner Urquell, delivered direct from the brewery in Pilsen each week. Guests can ‘Push For Pilsner’ using special on-table buttons to order a pint.
It will also offer Munich’s ‘Big Six’: a lineup of the biggest beers from the Bavarian capital, including Hacker-Pschorr, Paulaner, Hofbräu, Lowenbräu, Spaten-Franziskaner-Bräu and a dedicated section reserved for Munich’s oldest brewery, Augustiner (1328), served by specially trained staff.
Meanwhile, the Cook Haus offers all-day dining, with a menu inspired by travels across the Black Forest, Alps, and Bavaria. The menu serves up comfort food, such as its signature 12-hour brined, crispy Bavarian Schweinshaxe pork knuckle, a section dedicated to Schnitzels, a selection of wursts, a sharing fondue, and skillet-toasted sandwiches.
Breakfast is also on offer with a full lineup including the Bacon Kroissant with a house-made croissant, slow cooked onions, gouda, Burford Brown fried egg, crispy shallots, chives, and curry ketchup, along with freshly baked goods made each morning from the on-site Bavarian bakery.
Every night of the week will host eclectic entertainment, including resident choirs, DJs, cabaret performances, gogo dancers and interactive promenade actors.
