William Grant & Sons launch on-trade cucumber campaign

29 April, 2016

William Grant & Sons has announced the launch of an on-trade campaign to raise awareness of the way to serve Hendrick’s & Tonic - garnished with cucumber. 

Riding on vintage motorbikes with sidecars designed to resemble cucumbers, the ambassadors will visit 100 bars in London, Leeds, Nottingham, Leicester and Loughborough armed with crates of cucumbers.  

Sam Bovill, senior brand manager for Hendrick’s UK, said: “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.” 

William Grant & Sons pioneered the cucumber garnish to pair with Hendrick’s infusion of rose petal and cucumber.


David Williams

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