If there is one thing Londoners have in abundance, it’s inconveniences. Delayed Tubes, traffic jams, queues that seemingly go nowhere and Wi-Fi that decides to stop working precisely when you need it most.
Jose Cuervo is opening The Inconvenience Store in the heart of Soho, a brilliantly tongue-in-cheek corner shop where, instead of handing over cash, you can trade in one of life’s little irritations for a chilled can of Margarita.
Opening at 60-62 Broadwick Street on Thursday 10th and Friday 11th September, the pop-up has been created to celebrate the launch of Jose Cuervo’s new ready-to-drink Sparkling Margarita cans.
The concept is wonderfully simple. Step inside what looks like a traditional London off-licence, fill out a ticket detailing your most recent inconvenience, pick a chilled Sparkling Margarita from the fridge and hand your receipt to the store’s very own “Bossman”.
The launch comes alongside research commissioned by Jose Cuervo which suggests the average Brit loses an astonishing six days every year dealing with mundane inconveniences.
Even more incredibly, 17 per cent of those surveyed reckon they lose the equivalent of an entire fortnight to life’s minor mishaps.
Travel and commuting are apparently among our biggest sources of irritation, with train delays, traffic jams and the endless hunt for a parking space among the most common bugbears.
Then there are supermarket queues, taking out the bins, unpredictable British weather and the inevitable technological meltdowns, from software updates to dodgy Wi-Fi.
If we can’t get rid of the inconveniences, we might as well get a Margarita out of them.
The new cans are made with Jose Cuervo and citrus flavours, offering the taste of a Margarita without the need for a cocktail bar, shaker or sticky kitchen counter.
And if you don’t manage to make it to Soho, the Sparkling Margarita cans are rolling out to independent convenience stores nationwide from 3rd September, priced at £2.55 per can.
But for two days only, Londoners have the chance to put a value on all those delayed trains, traffic jams and terrible Wi-Fi connections.
The Inconvenience Store, 60-62 Broadwick Street, Soho, London W1F 7AL, opens from 12pm on Thursday 10th and Friday 11th September 2026.
