As the iconic tune “Gimme! Gimme! Gimme!” by Abba builds towards its final, vibrant chorus, the charismatic drag queen Karla Bear — known for her dazzling eyeliner and impressive beehive hair — poses a playful question to the audience: “Do you prefer a clean show or a dirty show?” The crowd enthusiastically responds, “Dirty!” A hen party toasts with vibrant Sex on the Beach cocktails while my sister, Georgia, finishes her welcome glass of prosecco in record time. Moments later, a waitress arrives, opens a bottle, and sets it down in an ice bucket at our table. I quickly fill our glasses again to the brim.

If you think it’s excessive to be in a cozy booth at Blame Gloria cocktail bar in Covent Garden — decked out in sequins and sipping champagne at 2 PM on a Sunday — it’s time to embrace this new trend. Welcome to the world of bottomless brunch, a phenomenon that is currently sweeping across cities like Newcastle, Brighton, and Exeter. Groups of friends are indulging in lively daytime celebrations every weekend, often wrapping up just in time for dinner and a painkiller. Indeed, daytime socializing is fast becoming the new nightlife.

“Many people are opting out of late nights,” notes Jen Sykes, social media manager at Like It Love It, an event organization known for the Brunch Club, which hosts bottomless brunches in over 30 locations throughout the UK. “Daytime events have gained popularity because people want to return home and rest,” she explains.

The concept is straightforward: for a ticket that ranges from £30 to £50, guests enjoy a meal accompanied by a designated period of unlimited drinks, including prosecco, cocktails, and bottled beers (with alcohol-free options also available). Themes vary widely — from Abba hits to 1990s classics and Spice Girls vibes — with entertainment featuring drag performances, live singers, or engaging quizzes. After a few hours, attendees emerge feeling euphoric and a bit tipsy.

Popular venues such as Blame Gloria, which operates locations in London and Bristol, alongside local favorites in Brighton (Six), Dundee (Braes), and Cambridge (Novi), have jumped on the bandwagon. Week after week, platforms like Brunch Club, Design My Night, and Eventbrite offer tickets for these vibrant daytime gatherings.

The primary audience for these events is predominantly female. “Our themed brunches attract mostly women aged 25 and older, making up about 90 percent of our attendees,” shares Sykes. Sarah Willingham, founder and CEO of Nightcap, which operates Blame Gloria and other bar chains like Barrio and Tonight Josephine, agrees, noting that these brunches create a supportive atmosphere for women.

The buzz around boozy brunches raises a crucial question: could this trend help sustain the hospitality industry? With over 400 pubs closing in England and Wales last year and nightclubs facing similar fates, the economic landscape remains challenging. However, the demand for bottomless brunches is thriving; Willingham reports that Nightcap sold 20,000 tickets for a series of upcoming cowgirl-themed brunches.

What is making brunch so appealing? Willingham attributes part of its success to changed consumer behaviors post-lockdown. “After spending time in isolation, people have shifted to starting social activities earlier in the day,” she states. “I often reminisce about the times we enjoyed margaritas at 11 AM during lockdown. Brunch has become essential to many hospitality businesses, adapting to the changing preferences of guests.”

Additionally, for women aiming to have a memorable outing without breaking the bank amid rising living costs, bottomless brunches offer an attractive solution. “When managing my spending, a bottomless brunch is a great choice,” Willingham remarks. “For a couple of hours, I know I’ll be entertained, well-fed, and can drink to my heart’s content.”

Of course, it’s crucial to maintain moderation. While waiting in line at Blame Gloria, I noticed a group of three ladies consuming shots from concealed bottles, raising a slight concern for their evening ahead. Yet, within the atmosphere of our two-and-a-half-hour experience, the vibe remained joyous and free of the harsh edge sometimes felt on typical nights out in London. We were surrounded by hen parties, milestone birthday celebrations, and even a shoutout for a woman celebrating her 60th birthday.

The atmosphere was electric. People mingled, clinked glasses, and sang together in vibrant harmony. After an hour filled with prosecco, Georgia and I joined an exuberant conga line, singing along loudly to “Does Your Mother Know.” The joy was palpable.

According to Sykes, these brunches foster a sense of community. “It’s not just about your small group; everyone is enjoying themselves together, which is the essence of the experience,” she adds.

Plus, patrons often embrace stylish outfits for the occasion. At Blame Gloria, attendees donned glittery ensembles, platform shoes, and flashy slogan tees — a bold statement in an era of minimalist fashion. Themes like Disney drag and pop culture classics prove popular among brunch-goers, typically in their 20s and 30s.

Willingham notes, “Classes centered on nostalgic themes have gained immense popularity — think of old-school tracks and artists.” Organizers stay on top of trends by observing social media to identify viral sensations. The summer of 2023 saw a boom in Barbie-themed brunches, while current “country girl” brunches thrive on the excitement generated by Beyoncé’s Cowboy Carter album.

As demands evolve, venues like Tonight Josephine — with bars across cities like Bristol, Birmingham, and London — are preparing to introduce branded merchandise. Concurrently, Sykes reveals that Like It Love It is expanding brunch offerings internationally, with plans to launch in Australia, New Zealand, Canada, and South Africa. “When we started, we realized how big this concept could become. It’s no longer just a UK phenomenon; it’s going global.”

Back at Covent Garden, the energy continues to rise. Karla Bear has concluded her performance, transitioning to a DJ set featuring upbeat pop classics. When B*Witched’s catchy tune “C’est la Vie” plays, a woman starts dancing, prompting applause from those around her. Enthusiastic groups are gathered near a photo booth, while I indulge in another cocktail and remind myself that tomorrow can wait.

“People may be going out less often,” reflects Willingham. “But when they do venture out, they make it memorable.”