The website features seven films starring Hendrick’s global brand ambassador David Piper, along with a video for each key stage of making Hendrick’s and tonic, including glassware, gin, ice, cucumber and tonic, and will also include hidden facts, games, merchandise and prizes that can be won by bartenders who sign up and complete the experience.
Sam Bovill, senior brand manager, Hendrick’s UK, said: “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.”
The company also has plans to produce and distribute “cucumber cultivation kits” to selected outlets to give bartenders with the chance to grow their own.
The move was prompted when William Grant & Sons discovered four in 10 outlets were not serving a Hendrick’s and tonic correctly.