Delegate Profile

Sly Augustin

Job TitleOwner

Company NameTrailer Happiness

About

SLY AUGUSTIN: THE HEART OF COMMUNITY SPIRIT

BLAZING A TRAIL AT THE CENTRE OF THE GLOBAL DRINKS SCENE

Born and bred in Notting Hill, it was almost fate when Sly Augustin became the owner of West London’s acclaimed midcentury tiki community bar, Trailer Happiness in 2012.

Augustin’s lifelong love of rum started during a summer trip to St. Lucia aged 18 where, after trying some powerful local rums from the barrel, he discovered a local coconut rum liqueur. From there, he grew his knowledge of the spirit becoming one of London’s leading rum aficionados.

After spearheading a series of events, from flying guests to St. Lucia for its annual Jazz festival to organising experiences in venues across the capital, including Trailer Happiness, Augustin built a strong relationship with the staff and the previous owner.

In 2012, having planned to relocate to New York, Augustin heard that Trailer Happiness was potentially going to close down. After speaking to close friends, he decided to buy the business with money he’d made selling properties and the rest is history.

BLAZING A TRAIL

In the 6 years that he has owned the community-spirited bar, Augustin has trail blazed a rum-heavy menu with tiki and mid-century influences, crediting his strong sense of pride in hospitality as a key force behind Trailer Happiness’ success in the global bar scene.

Central to this, is Sly and Trailer’s passion for music and ethos around community; inviting guests to become part of its 15-year history both locally and internationally. This initiative has encompassed innovative new menu launches, creative pop ups across the world such as Sound System Carnivale at BCB Berlin, part of Bacardí Rum’s Sound of Rum campaign, and partnerships with some of the world’s leading spirits brands, including his participation in 24hr Bar Build – one of the largest events to ever take place at London Cocktail Week.

WEST LONDON’S FAVOURITE COMMUNITY BAR

As well as the day-to-day running of Trailer Happiness, Augustin was also responsible for the ‘Community Spirit’ fundraising initiative that took place after the Grenfell Tower tragedy last year. Demonstrating his commitment to the residents of his native Notting Hill, Augustin spent weeks on the ground and rallied bartenders from across the industry. Participating bars included Callooh Callay, City Social, Swift and Barrio, who were joined by individuals from London Cocktail Week and Cocktails in the City, with 100% of the profits going to charity.

2018 has already been a busy year for Augustin who was awarded ‘Rum Champion of the Year 2018’ at the annual Think Rum round table, as well as Trailer Happiness being voted ‘Best Individual Bar’. This follows a successful year in 2017 when Trailer Happiness was awarded Imbibe’s ‘Rum list of the year’ and received ‘Best International High Volume Cocktail Bar’ at the Spirited Awards at Tales of the Cocktail in New Orleans.

Conference Sessions

  • Rum: Beyond Origin

    02 Jul 2019, 12:30 - 13:15, Cocktail Lounge

    What does it take to truly understand rum? Can you trust origin alone? Or should you consider raw material and production method? Trailer Happiness' Sly Augusti...

    • Language: English

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