The Inconvenience Store: Soho Swaps Its Bad Days for Free Margaritas
For two days only, Jose Cuervo is turning a Broadwick Street corner shop into a place where your worst everyday annoyance buys you a Sparkling Margarita — no cash required.
Soho is about to get a great deal more convenient. On Thursday 10 and Friday 11 September, Jose Cuervo opens The Inconvenience Store at 60-62 Broadwick Street — a pop-up corner shop with a single, glorious exchange rate: one everyday irritation for one ice-cold Sparkling Margarita.
The mechanic is as simple as it is cathartic. Done up like a classic London off-licence, but with no tills and no cash, the shop asks only that you fill out a ticket with your most recent inconvenience — the delayed train, the phantom traffic jam, the software update that ate your morning — pluck a chilled ready-to-drink Sparkling Margarita from the fridge, and hand your receipt to Jose Cuervo's resident Bossman. That is the whole transaction. Up to 10,000 free cans are being given away across the two days.
There is a method behind the margaritas. New research from Jose Cuervo finds the average Brit loses six days a year to life's minor mishaps, with one in five (17%) frittering away an entire fortnight. Those small setbacks leave us frustrated (64%), stressed (43%), and disappointed and bored (23% apiece) — and almost three-quarters (71%) say the sour mood bleeds into the rest of the day. The chief culprits are wearily familiar: travel and commuting top the list (35%), from train delays to circling for a parking space, followed by chores and supermarket queues (18%), the British weather (15%) and tech gremlins such as endless updates and dodgy wi-fi (13%). Little wonder that 69% of us reckon life would be markedly better with fewer of them.
The pop-up marks the launch of Jose Cuervo's new ready-to-drink Sparkling Margarita cans: made with authentic Jose Cuervo tequila and a hit of bright citrus, lightly sparkling, and built for bar-quality flavour with none of the shaker, stickiness or fuss. If you miss the Soho party, the cans reach independent convenience stores nationwide from 3 September, at £2.55 each.
The details: The Inconvenience Store opens from noon on Thursday 10 and Friday 11 September 2026 at 60-62 Broadwick Street, Soho, W1F. Entry is free; over-18s only, and — naturally — please drink responsibly. More at @josecuervouk.
