Hendrick’s gift pack promotes miniature sales

Hendrick’s Gin is releasing a new gift pack to promote sales of its miniatures.

The Hendrick’s Cucumber Hothouse pack is designed to boost trials of the gin’s miniatures

The Hendrick’s Cucumber Hothouse pack includes two 50ml bottles of Hendrick’s Gin as well as a packet of cucumber seeds, a growing pit and cucumber baller.

The brand, which features cucumber as one of its botanicals, hopes sales of the pack will increase trialling.

James O’Connor, Senior brand manager for Hendrick’s at William Grant & Sons UK, said: “Most people still prefer to try before they buy, which makes innovative gift packs and fractional variants increasingly important in the off-trade.

“Hendrick’s Cucumber Hothouse will introduce new drinkers to both the category and the brand, which makes it a big opportunity for retailers who are looking to allocate more space to gin and capitalise on its growing popularity.”

The UK off-trade gin market is worth £350 million, with 90% of sales going through the grocery channel, according to William Grant and IWSR research.

The pack also comes with a recipe book of simple cocktails designed by UK ambassador Duncan MacRae.