Five of the best gin brand activations

To celebrate National Gin and Tonic Day this week, Event looks back at some of the best activations staged by gin brands.

Hendricks bring cucumber bus to London
Hendricks bring cucumber bus to London

Hendrick's giant cucumber bus

Back in July, Hendrick's gin launched 'Hendrick’s Extraordinary Roving Bus of Exceptionally Refined Travel' - a.k.a Herbert. The bus, disgusied as a giant cucumber, aimed to help out London's commuters by offering them a chance to escape the usual mayhem of London transport. Having been provided by Hendrick's 'Ministry for Marginally Superior Transport', passengers were able to get onboard for £2.50, and were served complimentary Hendrick's gin and tonic, gin-based cocktails and cucumber macaroons. 

Tanqueray's 'Hanging Garden' in London's West End

After partnering up with florist Rebel Rebel, Tanqueray gin created the Hanging Gardens of Kyoto Terrace, which took inspiration from Japanese gardens. Brand ambassador Tim Homewood worked with Aqua Kyoto bars manager Nico Peratinos to create an exclusive drinks menu, based entirely on botanical-inspired flavours. The cocktails were nothing if not complex, featuring ideas such as the Umeshu Negroni - Negroni infused with bamboo leaves, and combined with Tanqueray No. Ten and plum sake, Aperol, absinthe and cherry wine. 

Bombay Sapphire's VR experience at Heathrow Airport

Gin brand Bombay Sapphire staged a month-long experiential campaign at Heathrow's Terminal 5 until 2 October. Having teamed up with Bluedog Productions, the campaign featured a blue glass installation, representing the brand's glasshouse distillery, as well as a bespoke virtual reality tour of the gin distillery. There was also a mixologist on site to create gin-based cocktails for travelers. The campaign gave guests an opportunity to experience the brand's heritage while waiting for their flights.

The Botanist showcases range of foraged cocktails

Gin brand The Botanist teamed up with East London's Blixen Bar to showcase a range of cocktails created with foraged ingredients. The showcase came after an immersive foraging expedition staged by the brand, which encouraged bartenders and mixologists across the UK to create their own innovative cocktail that would relfect their wild side. The brand also staged cocktail masterclasses, which focused on its foraging heritage. 

Gin Mare stage Mediterranean-inspired rooftop experience

In summer, premium Spanish brand Gin Mare launched a Mediterranean rooftop experience that allowed guests to explore the inspiration behind the brand. Located in central London, the event ran from 7-8 July. Guests were greeted by hedges of ripe olives, aromatic rosemary and basil leaves and a refreshing Gin Mare summer cocktail. The food menu, developed by celebrity chef Mark Hix, featured Mediterranean flavours with an English twist, whilst cocktails included 'The Perfect Martini' with salt and strawberry created by mixologist Stuart Bale. 

Comment below to let us know what you think.

For more activations and experiential campaigns in London, download our report, London's Experiential Playground.



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