Drinking alcohol-free in Dubai just got interesting

Innovative Zero Alcohol Bar, TVM@TheFridge, Opens in Alserkal Avenue

Renowned live event producers The Fridge has partnered with The Virgin Mary (TVM) Collective, the world’s leading alcohol-free bar group, to bring a unique offering to the arts and culture district of Alserkal Avenue – TVM @ The Fridge.

Innovation, invention, and creativity fuse as TVM and The Fridge join forces in this avantgarde cocktail bar merging original and distinct entertainment from The Fridge with TVM Collective’s new dimension alcohol-free socializing.  TVM, named after the world’s most famous alcohol-free cocktail – The Virgin Mary – is dedicated to inspiring people to ‘drink different’, and their list of euphoric drinks revives, excites and surprises all who experience them. And like any great partnership, TVM @ The Fridge’s one-of-a-kind menu takes guests on a flavor journey filled with natural highs to invigorate the palate, mind and body.  

With more and more consumers looking for ways to boost their well-being, TVM @ The Fridge offers a premium social occasion without the need for alcohol, creating a world-class entertainment experience for the new decade. Paired with exceptional live music from The Fridge including their renowned Concert Series, the bar goes beyond just inventive cocktails to an entertainment destination. The perfect setting for after-work drinks, lunch time gatherings or as a private event space, TVM @ The Fridge brings an edgy, new and exciting offering to Alserkal Avenue.  

The creative cocktails are built using a range of high-quality alcohol-free ingredients along with uplifting botanicals to help get the party started.  

Menu highlights include, ‘The Virgin Mary’ featuring flavours of tomato, white grape and rosemary with a kick of cayenne to enhance the senses, while ‘Tiki Street’, has notes of uplifting hibiscus and pomegranate in this rich and tart crowd pleaser, finally, the aptly named ‘Beat It’ packs a punch with espresso, maté tea, beetroot and vanilla shrub.  

Vaughan Yates, Founder TVM Collective, said: “We’re extremely proud to have created a truly dynamic space in Dubai where people can socialise in a way that speaks to their lifestyle and wellbeing needs. With our cocktail menu featuring a range of original and innovative drinks to enhance your mood, there’s a whole new world of flavours just waiting to be discovered. This is a truly breakthrough alco-alternative way of socializing”.  

Ciara Jones Marketing Director The Fridge, added: “After many fun months of research and development, I am thrilled to reveal our newest collaboration alongside TVM. Bringing a new dimension to our already iconic venue, the bar focuses not only on innovative drinks, but fantastic music and live entertainment, resulting in a completely unique social experience and atmosphere for our guests!” TVM @ The Fridge opens Friday 13th October.

The venue is open Tuesdays – Sundays from 12pm – 9pm and is also available for private hire. Are you ready to #DrinkDifferent with us? 

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