Sam Jeveons once gave chase through the streets of London after a thief, with his pants down to his ankles, and that incident inspired the name of a cocktail. Kevin Armstrong, a bartender from London, created the drink in 2010, naming it the East 8 Hold-Up in honor of his friend’s unusual pursuit. Made with vodka, Aperol, lime juice, pineapple juice, simple syrup and passion fruit syrup, the concoction has recently placed at No. 45 on Drinks International’s list of the world’s list of the world’s most popular cocktails. The tale behind the name is more peculiar than the recipe itself.
The Drink’s Recipe
The East 8 Hold-Up starts with vodka as its base spirit. The recipe combines Aperol, a bitter Italian aperitif, with lime juice, pineapple juice, simple syrup and passion fruit syrup. The mixture is shaken until it develops a frothy texture, then poured over ice in a rocks glass. It is garnished with a duo of pineapple and lime wedges.
The vivid orange hue in the glass arises from a blend of Aperol and passion fruit. Drinkers describe it as tangy and fruity without being overly sweet. The weight of the vodka pairs with the bitterness of the Aperol to temper the sweetness of the syrups and juices.
Where the Name Came From
Milk & Honey’s early menus were built on classic cocktails with little innovation. When it was his turn to write the menu, Armstrong wanted to add a new, modern vodka cocktail that followed a similar format to old-school drinks. He first mixed the drink at Milk & Honey’s London location. He told the magazine “Australian Bartender” in a 2010 interview that the bar’.
Armstrong was heading home after a night out with fellow bartender Sam Jeveons, who he had recently split up with. Armstrong says that at the time he lived in East 8, and the two were returning together. According to Armstrong’s account, Jeveons paused along the way to relieve himself with his pants around his ankles, and then a man came up from behind him, stepped on his pants and demanded his wallet.
Rather than letting the robber get away with his wallet, Jeveons chased the thief around East 8 with his pants down to his ankles.
The thief ran from Jeveons through East 8, with the man’s pants down to his ankles. Between the two men, that chase became known as the East 8 Hold-Up. It has little bearing on how the drink was built, yet it gave Armstrong a catchy title for his vodka creation.
The Neighborhood’s Reputation
Londoners and others familiar with the city probably understand the connotations that the “East 8,” colloquially known as E8, neighborhood holds. At the time, it was a rough-around-the-edges area of the city, riddled with robberies and other crime. The hold-up happened in that neighborhood, and the name stuck.
The cocktail has steadily grown in popularity over time. While its appearance on Drinks International’s list may appear unexpected, it is not a newcomer. The drink has been winning fans among today’s cocktail enthusiasts around the world for some time now.
Where You Can Find It Now
More and more bars are putting the East 8 Hold-Up on their craft cocktail menus, including:
- Satan’s Whiskers
- Café Clement in London
- Beef & Liberty Bar, the cocktail haunt above Hawksmoor’s Chicago location
According to Drinks International, the cocktail has grown popular among today’s drinks experts around the world. It still isn’t a household name, but it keeps showing up on more menus each year.
The British Invasion Continues
Besides the East 8 Hold-Up, another British drink has recently drawn attention beyond its home market, particularly in the U.S. The Gimlet, created for the British Royal Navy, has found itself in high demand among a particular group of consumers.
One of New York City’s hottest newcomers, Dean’s, serves oysters over a shot of Guinness, a time-tested pub classic. What’s next for the “British Invasion” in stateside bars and restaurants? Expect the East 8 Hold-Up to round the corner.
Why It Works
The cocktail works across several dimensions: its components are easy to identify, its preparation is simple to follow, and its bright orange hue sets it apart from other drinks.
A memorable origin story gives a cocktail a personality that most drinks don’t have. The tale involves a bartender who gave chase after a thief while his pants were down to his ankles, though the real recipe bears no connection to the pursuit itself.
The Road Ahead
The East 8 Hold-Up is rising in popularity. It ranked No. 45 on Drinks International’s list, sandwiched between beloved, well-known concoctions like the Piña Colada and the Vieux Carré.
The London-bred East 8 Hold-Up has developed a following around the world while keeping its story alive through its very title.
Source material: “The Crazy Origin Story of the East 8 Hold-Up, a London-Born Vodka Cocktail Rising in Popularity,” VinePair.
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