Pick your own strawberries with Bloom

Bloom Pick Your OwnG&J Greenall is to launch a new campaign to drive the serve of Bloom gin and tonic with strawberries, starting this week with a “pick-your-own experience” in London.

From Wednesday (July 11) to Friday (July 13), a site in Beak Street in Soho – close to Regent Street and Oxford Street – will be transformed into Strawberry Fields, encouraging people to pick their own strawberries for a gin and tonic. It will run from midday to 8pm on all three days at 47 Beak Street.

The London activity will be followed by “Pick Your Own” activities in the on-trade throughout the summer, including point-of-sale materials.

G&J Greenall began promoting Bloom gin for serving with a strawberry garnish, ideally in its branded stemmed balloon glass, last year, shortly after the gin’s launch in 2010.

The garnish is supported by master distiller Joanne Moore as the best complement to the floral notes of the gin that she created. “We wanted a point of difference that would make Bloom stand out,” she said. “We went back to my inspiration for Bloom which is all about the garden and things that are quintessentially English.”

The promotional activity features the perfect serve of placing three British strawberries, quartered, in a tall glass with ice and adding 50ml of Bloom and 200ml of Fentimans Tonic Water.

Frederik Kampman, international brands development manager at G&J Greenall, added: “The gin and tonic is, and will always be, the classic serve, but with the flavour profile of Bloom London Dry Gin we have a unique opportunity to offer a very British twist on this serve.

“The serve with strawberries, first created by the bartending community in Madrid, not only complements the unique flavour profile and botanicals of Bloom London Dry Gin but also represents the country idyll and inspiration behind the brand’s recipe.”

Details about Strawberry Fields at www.facebook.com/BloomGin.

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