AN increased thirst for gin-based drinks is said to have led premium mixer company Fever-Tree to launch a new summer campaign designed to help support UK pubs with outdoor areas.
The Fever-Tree Pub Garden awards drive will help promote what the firm said is a “new era of al fresco drinking hotspots”, where gin and tonic serves are proving particularly popular with customers, by supplying over 600 pubs and bars with advice and materials to help them improve their outdoor areas.
The core aim of the campaign is to help outlets boost footfall and make the spaces major hubs of activity in local areas as gin and tonic gardens.
Fergus Franks, Fever-Tree’s on-trade marketing manager, said: “The stratospheric return of the gin and tonic as the UK’s favourite tipple, as well as the increased desire for outdoor drinking, has inspired us to help transform pub gardens into gin and tonic gardens this summer.
“In the spirit of community, we want to increase awareness of the UK‘s finest pub gardens, provide tools for publicans to improve these spaces and work together to raise their profile as gin and tonic gardens.”
Venues will also have the chance to enter the Fever-Tree G&T Pub Garden awards to crown the best gin garden, while an online trade platform will support the campaign – providing tips from drinks experts on a range of topics from summer drinks menus to getting locals involved.