Hendrick’s asks bartenders to Pour it ForwardBy Melita Kiely
Gin brand Hendrick’s has launched a social media programme to help bartenders return to work, called Pour it Forward.
The campaign comes as part of parent company William Grant & Sons’ Stand Fast Campaign, which was established in the US amid the Covid-19 pandemic.
The Pour it Forward initiative will see the Hendrick’s ambassador team nominate members of the bartending community to create and post personal videos of their Hendrick’s Gin cocktails on social media.
As well as sharing the recipe online, the bartender will nominate another bartender to do the same, and continue the chain.
Each bartender who takes part in the programme will be paid through the Stand Fast Fund.
The Pour it Forward campaign will run throughout May and June with an aim to help almost 100 bartenders across the US.
Vance Henderson, Hendrick’s Gin US ambassador, said: “Unusual times call for unusual actions and in these times, we need more caring and sharing.
“Our Pour it Forward programme is a way to give back to the irreplaceable bartender community that has so graciously supported Hendrick’s over the years.
“Not only do we want to give back, we want to do it in a way that reminds our bartender friends how much their community cares about and appreciates them. We’re eager to watch the chain of support unfold and ask the industry to join us as we help pay it forward while you pour it forward for someone else.”
In February this year, Hendrick’s launched a new limited edition moon-inspired gin, called Lunar.
It was the latest in a throng of new releases from the brand, including a “modern” absinthe, which was released in November 2019.