When a leading whisky brand wanted to help London’s top bartenders tell their customers better stories—they called in the We Are Funny Project.
This was not your typical training session. There was laughter, irreverence, and a generous measure of premium whisky. But the real magic? The brand didn’t ask bartenders to tell stories about the whisky.
They asked them to tell stories from the heart.
These weren’t brand origin myths or tasting notes. They were real-life moments—funny, surprising, emotional—shared by bartenders from exclusive venues across the city.
Stories about themselves and their customers. About first shifts and funny moments. About whisky or what have you.
What mattered was voice, presence and connection.
So that’s where we came in—helping the group build confidence, shape their stories, and unlock the power of humour as a gateway to personal connection.
—Stephanie, brand manager
After the storytelling session, something unexpected happened.
The bartenders started asking questions—not about what to say, but how to interact. What do you do when the bar’s packed? When a guest gives you nothing? When you only have 30 seconds?
So we opened up about a core skill in stand-up comedy: crowd work.
How to read the room. How to pivot on the fly. And how to make even the smallest moments feel intentional and personal.
These are comedy skills, remixed for brand activation.
—George, General Manager, Soho Whisky Club
Full credit to the brand here. They didn’t ask us to hand over a playbook or script the interactions.
They trust their people.
They know that when bartenders are confident telling their own stories, the brand shines through in a way that feels natural, not forced.
We love that—and we'd love to do more work like this.
Call it brand storytelling.
Call it bartender training with a twist.
Call it comedy-infused commerce, if you like.
