As part of a campaign to teach bartenders how to make the perfect gin and tonic garnished with cucumber, Hendrick's launched a 'Cucumber Couriers' service in the UK.
The service involves green motorbikes styled as cucumbers, as well as brand ambassadors who visit bars with crates of cucumbers, prepared to teach bartenders the best way to create a proper Hendrick's & Tonic. Ultimately, Sam Bovill, senior brand manager for Hendrick's UK says: "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." In addition to receiving in-person instruction, bartenders are also able to pick up a few more tips from an online training tool.
In the past, Hendrick's has experimented with a series of other experiential cucumber-themed campaigns.