Home to the world’s largest collection of Japanese whisky, with around 430 different expressions, Sexy Fish London is a restaurant and bar on Berkeley Square in Mayfair, pairing sushi, sashimi and Robata-grilled dishes with a serious, high-volume cocktail programme. Designed by Martin Brudnizki Design Studio and decorated with works by Damien Hirst, Frank Gehry and Michael Roberts, the space combines mid-century glamour with contemporary energy, from red leather banquettes and marble flooring to an indoor waterfall and suspended fish sculptures above the bar. Internally, the team describes the venue through three principles: high volume, high quality and high energy, with the Beverage Director’s guiding philosophy summed up simply as being in the business of selling fun.

The bar’s countertop, crafted from backlit pink onyx, doubles as both a design statement and a practical solution, its glow removing the need for traditional bar lamps. Behind it sits the venue’s whisky collection, alongside a wider spirits programme that includes exclusive single-barrel Chichibu whiskies and Sexy Fish’s own vodka, gin and tequila, plus a Sexy Fish wine label and a lager brewed with Coalition specifically to complement the food.

Cocktail development runs through the Caprice Holdings Beverage Lab, a dedicated research and production facility supporting Sexy Fish sites internationally. Every bartender across the group is encouraged to contribute ideas, with recipes refined through structured tastings before being standardised for consistency across markets. Techniques such as centrifugation, rotary evaporation, sous vide and ultrasonic infusion are used only where they meaningfully improve a drink, with garnishes, ice and presentation all developed to hold up at scale. For spirit-forward serves, bespoke clear ice is produced to the bar’s own specifications, while bar-top presentations have included hand-painted ice and custom stamps. The current menu also puts real weight behind moderation, pairing every full-strength signature serve with a mid-strength or non-alcoholic version built to the same flavour profile. One recent collaboration saw a 105-litre bespoke decanter installed on the back bar, its cocktail continually topped up over time and served into one of four hand-blown glasses guests choose from.

Waste reduction runs alongside that creativity. Surplus citrus from the end of service is turned into Infinite Lime and Infinite Grapefruit cordials, used in cocktails such as the Gimlet and Paloma, while selected spirits arrive in nine-litre EcoTote containers rather than individual bottles, with the supplier planting three trees for every container purchased.

Service is built around a structured division of roles: a floater manages orders and payments between guests and the bar, while dedicated teams handle dispense, production and bar-top service simultaneously, allowing hospitality-focused and production-focused work to run side by side even at volume. Guests are actively hosted whether seated or standing, with the team encouraged to learn preferences and remember regulars over time. Music and energy build steadily as the evening progresses, with live musicians and DJs shaping the transition from dinner service into a late-night destination. The team plays an active role in that shift too, ringing bells and engaging with the room as the atmosphere intensifies, all while maintaining the same standard of hospitality guests receive earlier in the night. Even the bathrooms have become part of the experience, a popular backdrop for guest photography.

Staff development is a clear focus, with a strong culture of internal promotion running through the business – many of the bar’s current supervisors and managers began in junior roles and have grown into senior positions across the wider group. Training happens roughly every fortnight, covering spirits, cocktails, wine, sake and service standards, reinforced by daily coaching, tastings and pre-shift briefings. Staff meals are provided twice daily through a dedicated canteen, and the team has access to a staff room with space to properly switch off between shifts.