There are many confectionery brands that hold chocolate tasting events for the public, but Hotel Chocolat is experimenting with a new kind of experience that puts a spotlight on exclusivity.
Hotel Chocolat's 45-minute chocolate tasting events are held after a store's closing hours, and as such, are branded as 'Chocolate Lock-Ins.' Those who attend one of these tastings will be treated like a VIP with a glass of Prosecco and a Secret Card, which gives access to £10 off any purchases made in-store the night of the event. Those on the outside of the event will see a "do not disturb" sign on street level.
As Hotel Chocolat describes, the Chocolate Lock-Ins explore different themes weekly, such as chocolate made with some of the planet's rarest cocoa or herbal infusions.
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