Callooh Callay

A Portal to Literary Whimsy

Callooh Callay stands as one of Shoreditch's most distinctive cocktail destinations, drawing inspiration from Lewis Carroll's nonsensical poem Jabberwocky. The name itself comes from the famous lines: "O frabjous day! Callooh! Callay!" The bar's entire aesthetic revolves around this literary foundation, creating an immersive experience that feels less like a typical cocktail bar and more like stepping into a fantastical world. Since opening over a decade ago, it has maintained its reputation as a venue that successfully balances theatrical presentation with serious craft cocktails.

Theatrical Design and Hidden Spaces

The moment you enter Callooh Callay, you're greeted with an explosion of eclectic decor that immediately captures attention. A Victorian wardrobe dominates one corner—not merely decorative, but functional. Walking through its doors transports you to the back area, where you'll find the restrooms, smoking room, and access to the exclusive JubJub bar. This hidden speakeasy-style space seats only around 25 people and operates as a members-only or invitation-only enclave with its own bespoke menu that changes weekly. Beyond the wardrobe, the main bar features gilded palm-tree-shaped lamps, seating fashioned from a bathtub, vintage lighting fixtures, and gilded mirrors. A private booth sits against a mesmerizing monochrome swirling backdrop—best admired before consuming several cocktails. Bright colours and vintage touches throughout create an atmosphere that feels both sophisticated and playfully irreverent.

Masterful Cocktail Craftsmanship

Beneath the theatrical flourishes lies a serious commitment to cocktail excellence. The bar's menu changes seasonally, with each iteration featuring a new and quirky design—past menus have been based on tube maps, wildlife annuals, and comic books. Cocktails are inventive and thoughtfully constructed, with detailed tasting notes to guide selection. Signature creations showcase unusual flavour combinations: the Bristol Milk balances Ketel One vodka and Bristol Cream sherry with nectarine and orange flower, while the White Rose combines Bulleit bourbon, pedro ximenez sherry, marmalade, and egg white into a velvety, frothy creation. The bartenders are exceptionally knowledgeable, capable of crafting bespoke drinks based on your preferences or creating cocktails featuring unexpected ingredients like tagarashi (Japanese spice mix). The staff consistently demonstrate expertise in spirits and mixology, having won awards for their creations.

Atmosphere and Social Experience

The bar's vibe shifts dramatically depending on when you visit. Weekday evenings offer a relaxed, intimate setting ideal for conversation and appreciation of well-made drinks. Weekends transform the space into a lively, energetic venue where a DJ performs and the bar fills to capacity—booking ahead is essential if you want to secure a seat. The crowd tends to be stylish and sophisticated, though the bar maintains a welcoming atmosphere for all visitors. Staff members are consistently praised for their friendliness, attentiveness, and ability to make guests feel at home despite the bar's undeniable coolness factor. The music complements the atmosphere perfectly, creating an environment that feels both fun and refined.

The JubJub Experience

For those seeking a more exclusive experience, the JubJub bar represents the pinnacle of Callooh Callay's offerings. This intimate members-only space hosts regular tasting events celebrating specific spirits or themes—past events have focused on premium scotch whiskies and other celebrated spirits. The bartenders curate weekly bespoke menus specifically for this space, allowing for deeper exploration of cocktail craft and spirit appreciation. Access is typically by membership, invitation, or special arrangement, making it a destination within a destination for serious cocktail enthusiasts.

Practical Considerations

Cocktails at Callooh Callay command premium prices, reflecting the quality of ingredients, expertise, and presentation involved. The venue operates as both a casual drop-in bar and a bookable event space, accommodating groups and special occasions. The bar's longevity and consistent reputation suggest that despite the premium pricing, visitors generally feel the experience justifies the cost. The combination of imaginative drinks, knowledgeable staff, comfortable yet fascinating surroundings, and the ability to relax and socialise with friends creates a complete package that appeals to cocktail lovers and those seeking a memorable night out in East London.