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Hendrick's "Cucumber Couriers" campaign pushes into the on-trade

Premium drinks brand Hendrick's is reminding bartenders how to order up "the perfect serve" with an on-trade engagement campaign.

On Friday (April 29) Hendrick's UK launched their Curious Campaign which will see a team of "Cucumber Couriers" visiting up to 100 mainstream bars nationwide to remind the on-trade to garnish Hendrick's & Tonic with cucumber and not citrus fruits.

Riding in sidecars on vintage motorbikes, the ambassadors will tour London, Leeds, Nottingham, Leicester and Loughborough.

Hendrick's was founded in 1999 and was one of the earlier start-up premium gins to build a solid brand ahead of the gin wave.

Sam Bovill, Senior Brand Manager for Hendrick's UK, 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."

Hendrick's Cucumber Courier Campaign

The cucumber garnish is intended to bring out the flavour of the gin, which is infused with rose petal and cucumber.

When served with lime or lemon, it is thought the citrus fruit overpowers and masks the flavours.

Bar tenders will be encouraged to visit an online training tool which includes interactive, video-based training tools.

Hendrick's is made by William Grant and Sons, an, independent, family-owned distiller founded by William Grant in 1886.

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