Leading hard seltzer brand White Claw has launched what could potentially be the world’s smallest house party pop-up.
The mini house structure, measuring just three metres tall, two metres wide, and two metres deep, is coming to London, Manchester and Liverpool through November and December.
The campaign follows new research by the brand which revealed that new-age partying is all about connecting with others, socialising and smaller, more intimate settings.
A third (35%) consider a house party to be their preferred way of socialising with friends, while a third see them as an attractive prospect due to the cost-of-living crisis. It also emerged 48 per cent prefer more intimate surroundings.
The poll of 2,000 UK adults aged 18 to 45, conducted by OnePoll, unveiled that our newfound love of house parties is down to them feeling ‘cosy and safe’ (58%), the ease of having meaningful conversations (58%), and their affordability (52%).
Plus, nearly half (47%) love knowing most, if not all, of the guests, and no one’s complaining about skipping the drink lines (43%)!
The average adult has hosted two house parties in the last 12 months and has attended three at others’ houses, and half of those polled would like to attend more than they currently do.
However, four in 10 Brits are put off hosting their own house party due to the clean up afterwards, while others are deterred by potential damages (25%) and neighbours complaining about noise (23%).
23 per cent said hosting a house party is too stressful and time consuming, and 21 per cent went as far as to say they feel the social pressure of hosting a party outweighs the fun of it.
The White Claw pop-up looks to deliver the nation exactly what they want: intimate house parties with no strings attached.
The space squeezes just 6 people and is kitted out with a button to kickstart a mini-disco, photobooth, mock fireplace, leather armchair and homely décor, creating the ultimate mini house party hotspot.
Sarah, 26, of Croydon, who got to experience the set-up, said: "I love going to house parties but hate hosting them, they can be such a faff and I’m always worried about my neighbours.
“It was so great when this party turned out to be something completely different. I could actually talk to people and get to know them, without shouting over loud music.
“It felt like so much more of a community, like everyone was there to connect. Honestly it was such a refreshing experience!”
The nation’s shifting attitudes brings with it a new era of house-party rules, as revealed by the OnePoll survey. The modern rules that should be followed including not entering bedrooms without permission (40%), not bringing uninvited guests (38%) and not pinching other people’s drinks (31%).
Other essential etiquette tips were to bring your own alcohol (32%), dress for comfort, not for show (29%) and help to tidy up before you leave (27%).
Michael Dean, spokesperson for White Claw, added: “We always knew we’re a nation of house party lovers, but it’s interesting to see that Brits are now really interested in making connections with others when partying.
“While it’s fun to attend a house party, we know they can be stressful to host if people don’t follow all the rules.
“After bringing Brits the coolest party-stop corner shop last year, the Claw-ner Shop, this year we’re answering the nation’s prayers and offering another once-in-a-lifetime experience: the World’s Smallest House Party. From your hard seltzer or vodka, right down to your party location, we’ve got your night covered.”
Jo Taylorson
