# Reverse Happy Hours Noodle and Beer's Happy Hour Runs from 10PM Until Midnight By Laura McQuarrie | Published 2025-04-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/reverse-happy-hour References: [barmagazine](https://barmagazine.co.uk/noodle-and-beer-to-launch-reverse-happy-hour/) & [instagram](https://www.instagram.com/p/DI1kDLSo3ri/?hl=en)  Happy hour usually runs from the late afternoon to the early evening, but Noodle and [Beer](https://www.trendhunter.com/trends/fevertrees) in London's Chinatown is shaking things up and appealing to the late-night crowd with its [Reverse Happy](https://www.trendhunter.com/trends/sesame-game) Hour. This happy hour runs from 10PM until 12AM, and entices drinkers with a [two-for-one deal on all classic cocktails](https://www.trendhunter.com/trends/chipotle-happier-hour). On the menu, some of the classics that are ready to be savored include the Piña Colada, Sparkling Sake Negroni or Espresso Martini. London and its outskirts have seen a significant decline in nightlife post-pandemic, with a rising number of night-time venues shutting their doors due to rising costs, staff shortages, and shifting social habits. In response, initiatives like this one revive after-dark vibrancy—and encourage drinkers to try late-night small bites, spring rolls and spicy noodles. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 55% | Activity: 55% | Freshness: 40% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Late-night Economy Revival:** Reverse happy hours cater to night owls and help reignite vibrant nightlife scenes that suffered post-pandemic. - **Innovative Cocktail Promotions:** Offering two-for-one deals on classic cocktails during late-night hours introduces innovative pricing strategies in competitive nightlife economies. - **Revitalizing After-dark Dining:** Late-night happy hours promote culinary experiences with small bites to draw nocturnal food enthusiasts. ### Where This Applies - **Hospitality:** The hospitality industry can leverage reverse happy hour concepts to adapt to changing consumer preferences and enhance nighttime business. - **Food and Beverage:** Food and beverage sectors are poised to experiment with non-traditional operating hours and exclusive offers to attract varied customer demographics. - **Event Planning:** Event planners can incorporate reverse happy hours into programming to create unique and engaging late-night activities. ## Related on Trend Hunter - [Small-Bite Martini Menus](https://www.trendhunter.com/trends/oblix-happy-hour.md) - [All-Day Happy Hour Menus](https://www.trendhunter.com/trends/tgi-fridays-happy-every-hour.md) - [Live-Music Late-Night Lounges](https://www.trendhunter.com/trends/esmeraldas-mayfair.md) - [Late-Night Cocktail Experiences](https://www.trendhunter.com/trends/after-dark-experience.md) - [Throwback Cocktail Menus](https://www.trendhunter.com/trends/2010-revival-menu.md) - [Extended Hours QSR Initiatives](https://www.trendhunter.com/trends/encore-hours.md) - [Double Happy Hour Initiatives](https://www.trendhunter.com/trends/double-happy-hour.md) - [Colleague-Connecting Pubs](https://www.trendhunter.com/trends/the-office.md) - [Refreshed Cocktail Menu Variants](https://www.trendhunter.com/trends/be-at-one.md)