Hendrick’s UK has launched an on-trade engagement campaign, which will see a team of “ambassadors” visit operators across the country to raise awareness of the curious serving suggestion for a Hendrick’s gin and tonic – a slice of cucumber.
The “cucumber couriers” will drop in to outlets across the UK armed with a crate of cucumbers to remind the brand’s on-trade partners about the peculiar pairing. Hendrick’s pioneered the unusual and appropriate cucumber garnish due to the gin’s duet infusion of rose petal and cucumber. The cool green fruit enhances the flavour in a Hendrick’s and tonic, the brand said, while a more conventional slice of lime or lemon would overpower and mask the delicate flavours of the gin. Bartenders will be encouraged to visit Henrick’s interactive, video-based training website, which explains the correct components needed for the perfect serve.
The ambassadors will travel on a motorcycle and cucumber-shaped sidecar.
Hendrick’s UK senior brand manager Sam Bovill said: “You’d be forgiven for thinking a giant cucumber overtook you as we travel the country on a mission to ensure every serve is as wondrous as the next. The cucumber couriers service is a most unique initiative offering the noblest of green fruits to bartenders, with a reminder that no bar is fully stocked unless it has sliced cucumber at its helm. It’s a great way to engage with our bartender friends and envelope them into the wonderfully odd world of Hendrick’s.”
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