The cult of the celebrity cocktail arrives in Leicester Square

London has never been short of novelty cocktails. Yet every so often a drink captures something larger than the ingredients that go into it.

As Jason Momoa prepares to arrive in Leicester Square for the London premiere of Supergirl next week, a nearby venue is launching a limited-edition cocktail inspired by the Hollywood actor. The "Jason Mamosa" is, at heart, a simple proposition: a Mimosa served in a giant fishbowl and made with an entire bottle of Champagne.

The drink itself is unlikely to trouble the history books. What it does illustrate, however, is the increasingly close relationship between entertainment, hospitality and celebrity culture.

For decades, Leicester Square has functioned as Britain's unofficial red carpet. From Bond premieres to Marvel blockbusters, the square has become synonymous with the glamour and spectacle of the film industry. Yet while the stars may occupy centre stage for a few hours, the surrounding businesses have become increasingly adept at turning those moments into commercial opportunities of their own.

The result is an ecosystem in which a film premiere is no longer simply a film premiere. It becomes a city-wide event. Restaurants introduce themed menus, bars create limited-edition drinks and visitors seek ways to feel connected to the occasion, even if they never glimpse the stars themselves.

The arrival of Jason Momoa is particularly well suited to this approach. Few actors possess such a distinctive public image. Whether portraying Aquaman, Khal Drogo or one of his many action heroes, Momoa has cultivated a reputation that combines Hollywood celebrity with an image of rugged authenticity. He is a star whose appeal extends well beyond cinema audiences.

That celebrity currency has become increasingly valuable in hospitality.

Consumers are no longer simply purchasing food and drink. They are buying experiences, stories and moments that feel connected to wider cultural events. The success of a cocktail today often depends as much on its narrative as its recipe.

Leicester Square provides a natural setting for that trend. The district has evolved into a destination where entertainment and hospitality increasingly overlap, with venues competing to offer something more memorable than a conventional night out. Social gaming concepts, immersive experiences and themed pop-ups have flourished as businesses seek to differentiate themselves in an increasingly competitive market.

The launch of a giant Champagne Mimosa may seem a relatively modest addition to that landscape. Yet it reflects a broader shift in how hospitality businesses engage with audiences. The emphasis is less on exclusivity and more on participation. Customers are invited not merely to watch the spectacle but to become part of it.

Whether the Jason Mamosa becomes a social media sensation remains to be seen. What is certain is that it arrives at a moment when the line between entertainment and hospitality continues to blur.

In modern London, a film premiere is no longer confined to the cinema. It spills into the streets, the restaurants and the bars around it. For one week in Leicester Square, it will also spill into a fishbowl full of Champagne.