A team of ambassadors, hired by the William Grant and Sons-owned brand, will take to road on vintage motorbikes with sidecars wrapped to resemble cucumbers.
The tour will cover London, Leeds, Nottingham, Leicester and Loughborough, with ambassadors dropping into outlets with crates of cucumbers t “theatrically” remind the on-trade about the importance of garnishing a Hendrick’s gin and tonic with three wafer-thin round slices of cucumber.
‘Giant cucumber’
Senior brand manager Sam Bovill said: “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.”
Bovill continued: “It’s a great way to engage with our bartender friends and envelope them into the wonderfully odd world of Hendrick’s.”