Jose Cuervo is turning some of London’s most frustrating everyday moments into an excuse for a margarita, opening the UK’s first Inconvenience Store in Soho this week. In celebration of the arrival of its new ready-to-drink cans, the one-off corner shop will swap tube delays, supermarket queues, and other everyday annoyances for a chilled margarita – with 10,000 of the brand new cans set to be given away across the two-day pop-up.
Set inside 60-62 Broadwick Street, the Inconvenience Store will resemble a typical London off-licence – but without a cash register. Instead of payment, visitors will simply fill out a ticket detailing their most recent inconvenience, pick a Sparkling Margarita from the fridge, and hand their receipt to Jose Cuervo’s “Bossman” to receive their drink. The new cans are made with authentic Jose Cuervo and vibrant citrus flavours, with a lightly sparkling finish, designed to offer a bar-style margarita without the need for a shaker or any mixing.
The pop-up follows new research commissioned by Jose Cuervo, which found that the average Brit loses six days a year to everyday inconveniences. Travel and commuting were identified as the biggest source of frustration, with train delays, traffic jams, and searching for parking accounting for 35% of respondents’ most frequent bugbears, followed by chores and long supermarket queues at 18%, British weather at 15%, and digital and technology problems such as dodgy Wi-Fi and lengthy software updates at 13%. The effects can stretch well beyond the original inconvenience, with 71% saying the frustration spills into the rest of their day, 16% saying it affects their next interaction with colleagues, friends, or family, and 11% admitting they have wanted to cancel their plans and go home after an unexpected disruption.
Jose Cuervo has been making tequila since 1795 and remains a Mexican family-owned brand, with its production and craftsmanship passed down through 11 generations of the Cuervo family. Its portfolio spans tequila, ready-to-drink cocktails, margaritas, and mixers, including the new Sparkling Margarita cans that launched in the UK this month. The cans are available individually from independent convenience stores nationwide, with a recommended retail price of £2.55.
The Inconvenience Store will be free to enter, and will open to the public from 12pm on Thursday 10th and Friday 11th September at 60-62 Broadwick Street, Soho, W1F ZAL.
You can keep up to date with Jose Cuervo on Instagram at @josecuervouk, or find out more about Jose Cuervo right here.