In celebration of DXB Cucumber Day, Hendrick’s Gin transformed the green fruit into exchangeable monetary units on May 17 2017.
The gin maker partnered with more than 40 bars across Dubai including Bridgewater Tavern, Siddhartha, Tribeca, Novikov, the Maine Oyster Bar and Grill and Iris, to facilitate this unusual transaction. On the day, bars accepted cucumbers of any species as currency in exchange for a Hendrick’s & Tonic cocktail.
African & Eastern rolled out a series of events that drove thousands to bars and restaurants across Dubai. People flocked to the selected bars with cucumbers in hand to exchange for a Hendrick’s & Tonic. Venue data showed that over 15,000 Hendrick’s & Tonics were bought with cucumber currency and over 10,000 Hendrick’s fans were out in force on Wednesday 17th May with bars such as Copper Dog, Gaucho and Cargo hosting between 600-1,000 customers each during the evening.
African & Eastern trade marketing manager for spirits Karl Fielding said: “This uniquely clever concept cemented Hendrick’s position in the region as the most unusual and talked about gin brand on the market. We experienced an overwhelming public reaction, gaining 800K+ views on our social media videos, over 1,000 Instagram photos taken using the hashtag #DXBCucumberDay, not to mention the thousands of Gin lovers heading to the selected bars on May 17th. Hendrick’s was responsible for driving people to venues that have had their busiest Wednesday on record in terms of revenue and footfall. We’re delighted that so many people celebrated with a slice of the unusual on Cucumber Day.”
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