Bars and pubs around the UK are being given help to dress and revamp their outdoor spaces for the summer in a new campaign for Fever-Tree mixers.
Outdoor spaces at 600 bars and pubs are being transformed into gin and tonic gardens by providing the actual tools for creating them plus online and marketing support.
An online trade platform will support the entire campaign at fever-tree.come/tradegardens, providing tips from a range of experts, including information on how to create the perfect summer drinks menus, how to make the most of your garden, how to get the local community involved and how to make the most of social media.
An interactive map will be hosted on the Fever-Tree website at fever-tree.com/gardens, helping consumers to discover their nearest Fever-Tree G&T Pub Garden. Fever-Tree will promote this website in trade and consumer press as well as Google Adverts and promoted social media posts.
The Fever-Tree sales team will be working with nationwide accounts such as Greene King, Mitchells & Butlers, Fuller’s, Young’s and independents. The brand will also host Gin & Tonic Garden parties in a small selection of the larger bars and pubs with their G&T Garden Greenhouse bar unit.
Fever-Tree will also partner leading operators, including restaurant and bar groups D&D London, Caprice Holdings and Gordon Ramsay Holdings, to take over their green spaces and transform them into Botanical Terraces.
Bars and pubs will be able to enter the Fever-Tree G&T Pub Garden Awards for the title of “The Best Fever-Tree G&T Pub Garden 2018”. Following submissions, a shortlist of the best gardens will be announced and featured in an online video series where Fever-Tree will explore what makes the best pub garden. The winner will receive a Fever-Tree garden party for their staff to celebrate.
Fergus Franks, Fever-Tree on-trade marketing manager, said: “Gone are the days of mainstream lager brands dominating pub gardens with branded umbrellas and ash trays. The stratospheric return of the gin and tonic as the UK’s favourite tipple, as well as the increased desire of outdoor drinking, has inspired us to help transform pub gardens into Gin & Tonic Gardens this summer.
“In the spirit of community, we want to increase awareness of the UK‘s finest pub gardens, provide tools for publicans to improve these spaces and work together to raise their profile as Gin & Tonic Gardens.”