A new online training tool has been launched for Hendrick’s Gin, aimed at improving the perfect G&T serve at mainstream bars, pubs and clubs.
This new interactive, video-based training microsite takes bartenders through how to make a perfect Hendrick’s and tonic, from the glassware to the use of ice and cucumber garnish.
Starring Hendrick’s global brand ambassador David Piper, it explains why the garnish complements the flavours of the gin which is made with botanicals of cucumber and rose. Divided into seven films, it has questions at the end of each one in the form of a game to test users’ knowledge.
The site also features hidden facts, games and further films that can be found by the more curious bartender. There is also a chance to win Hendrick’s merchandise and other prizes.
Sam Bovill, senior brand manager for Hendrick’s at William Grant & Sons UK, said: “With the growth of craft gin we know our consumers are delighting in the fact they can enjoy these wonderful concoctions in all outlets from ‘exclusive’ to ‘mainstream’.
“Therefore we need to ensure their enjoyment of Hendrick’s is perfect no matter where they are drinking it. For this reason, we have created an imaginative, engaging and effective site which we hope our bartenders will appreciate.
“It’s an education programme that will achieve our strategic objectives of encouraging the correct serving of a Hendrick’s and Tonic in mainstream outlets in a brilliantly bizarre way.”
It follows activity in premium bars and pubs that saw Cucumber Cultivation kits sent to selected outlets to raise awareness of the cucumber garnish and give the brand’s most loyal bartenders the chance to grow their own.
A very select group of top bars have also received Hendrick’s Labour Saving Mechanical Martini Mechanism. Made of hand-blown glass from Italy with a refined metal body, it is inspired by a 1930s cocktail device discovered by drinks specialist Craig Harper. The user pumps a handle at the top of the beaker which stirs a ladle that mixes the gin and vermouth.