Thomas Henry initiative celebrates bartenders
To mark World Bartender Day yesterday (24 February), mixer brand Thomas Henry launched a global appreciation initiative as a thank you to the bartending community.
Since its beginnings in the Berlin bar scene, Thomas Henry said it has grown alongside bartenders. As such, it thinks of them not simply as business partners, but as collaborators, tastemakers, and an essential part of the brand’s identity.
“World Bartender Day is more than just a date in the calendar for us. It is a reminder of where we come from,” said Marco Frizzarin, international marketing lead at Thomas Henry. “Bartenders are at the heart of our brand. Especially in challenging times for the on-trade, we want to say thank you to those who keep creativity, hospitality, and unforgettable moments alive every single day.”
To celebrate the national day and to express appreciation to the community that has shaped the brand ‘from the very beginning’, the International Appreciation Initiative will see a total of 800 limited edition appreciation boxes personally delivered by local sales teams and brand ambassadors to selected on-trade partners across 20 countries as a genuine thank you to the bartending community.
Each appreciation box includes a personal thank you message, a selection of Thomas Henry products, and curated brand items.
A QR code links directly to the brand’s bartender-focused Instagram platform, extending the initiative into the digital space and connecting professionals across markets.
By activating the initiative in more than 20 countries and ensuring personal distribution through local teams, Thomas Henry hopes to underline its long-term commitment to supporting bar culture worldwide.
The brand noted that World Bartender Day is not about a single moment, but about recognising the people who make modern bar culture what it is every day of the year.
From product development to international brand activations, the brand continues to work closely with bar professionals, ensuring that their expertise and perspective remain central to everything it does.
The Thomas Henry range includes 11 varieties, divided into three categories: the Tonic Range, which includes Tonic Water, Dry Tonic, Botanical Tonic, Cherry Blossom Tonic, Wild Berry, and Bitter Lemon, and the Spicy Range, which includes ‘hot bar classics’ such as Spicy Ginger Beer and Ginger Ale.
The portfolio is rounded off with Bar Soda Water and the Mystic Mango and Pink Grapefruit lemonades.
Last year the brand launched its Vivid Watermelon expression.
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