Whilst announcing its new innovative menu, trendy cocktail bar and restaurant, The Alchemist, played host to the launch of the Tiktok channel, The Female Formula, presented by local digital marketing agency Wesconnex.

The Female Formula is a Tiktok channel dedicated to helping people become the most stylish version of themselves and has gained over 10.5 million views since it’s inception under three months ago. They do this by sharing content including styling tips, interviews and challenges which include asking stylish strangers to create outfits, all as part of building an inclusive community of followers.

The launch of the channel was hosted in the new space at Birmingham city-centre bar, The Alchemist, which invited several upcoming online influencer stars to try the new concoctions including the first fully edible cocktail, aptly named The Edible One, served in an edible cup in partnership with Stroodles and a ​​food menu updated with sustainability at the forefront of its makeover.

Jonathan Colen, Digital Marketing Manager at Wesconnex remarked “It has been fantastic to collaborate with a business which adds such an exciting spark to our local lifestyle ecosystem. Launching a channel that’s all about fashion, style and trends we wanted the venue to fit with our vision, and the creative and innovative new products, as well as the new trendy space offered to us by The Alchemist, was a welcome and exciting match.”

Georgia Zaryckyj, Senior Relations Manager, The Alchemist Bars & Restaurants added, ”Collaborating with Wesconnex on the launch of our newly refurbished space at The Alchemist Colmore Row has been so much fun! Zoe and Jon have really brought tonight’s influencer event to life and we’re so excited to host many more events with them in the future. We’re excited to harness the power of what influencer marketing can do for our brand.”

The new menu is now available in all their venues across the country and The Female Formula channel is live and trending on Tiktok.