Dereece Gardner opened Desire Cocktail Bar in Stoke-on-Trent City Centre in December 2023 with the aim of elevating the area’s drinking culture. Less than three years later he’s achieved national acclaim.

The former area manager for PureGym invested £100,000 to open the venue in Piccadilly, Hanley and has already won a string of awards.

Desire has been awarded gold and silver accolades in the Staffordshire and Stoke-on-Trent Tourism Awards, was a finalist in the Midlands Food, Drink and Hospitality Awards and Dereece has been invited to join the judging panel for the prestigious Bartenders Brand Awards 2026.

Desire has been featured in Class Bar Magazine, on BBC Radio and has entered into partnerships with the likes of Land Rover.

In 2025 he launched the Staffordshire Drinks Collective, an industry-led initiative designed to bring together hospitality professionals, producers, suppliers and enthusiasts from across the county to raise the profile of Staffordshire’s drinks and hospitality sector.

Dereece has been nominated for the University of Staffordshire Business Awards by members of the Desire Collective, a membership community he set up to reward loyal customers.

Desire Collective member Chelsea Cope said: “These achievements reflect not only commercial success but also a genuine commitment to strengthening the hospitality industry at both a local and regional level. Through innovation, collaboration and a passion for developing others, Dereece continues to make a lasting contribution to Staffordshire’s business community and the wider drinks sector.”

Dereece Gardner has been nominated in the Entrepreneur of the Year category and Desire Cocktail Bar has been nominated in the Innovation Award category.