Cucumber couriers to tour bars for Hendrick’s Gin


Hendrick’s Gin launches curious ‘Cucumber Couriers’ campaign, with ambassadors touring the UK riding in sidecars of vintage motorbikes raising awareness of the perfect serve – Hendrick’s & Tonic garnished with cucumber

A new campaign for Hendrick’s Gin will see a team of ambassadors tour bars nationwide to raise awareness of its signature serve with tonic and cucumber.

Aiming to bring a bit of theatre to 100 mainstream bars, they will arrive in sidecars on vintage motorbikes wrapped to resemble a cucumber. The tour will take them to Leeds, Nottingham, Leicester, Loughborough and London.

The so-called Cucumber Couriers will be armed with a crate of cucumbers to remind bar staff of the proper way to garnish a Hendrick’s and tonic with three delicately sliced, wafer-thin rounds of cucumber.

Bartenders will be encouraged to visit the online training tool at https://perfection.hendricksgin.com – an interactive, video-based training microsite which explains the correct components needed for the perfect serve.

Hendrick’s pioneered the cucumber garnish due to the gin’s infusion of rose petal and cucumber. The cool green fruit enhances the flavour in a Hendrick’s and tonic in contrast to garnishing with lime or lemon which overpowers and masks the delicate flavours.

Sam Bovill, senior brand manager for Hendrick’s UK at owner William Grant and Sons, explained: “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.”

After visiting London at the weekend, the Hendrick’s Cucumber Couriers will be visiting Nottingham, Leicester and Loughborough on Friday May 6 and Saturday May 7 and Leeds on Friday May 20 and Saturday May 21.

Hendrick’s Gin launches curious ‘Cucumber Couriers’ campaign, with ambassadors touring the UK riding in sidecars of vintage motorbikes raising awareness of the perfect serve – Hendrick’s & Tonic garnished with cucumber

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