Hendrick’s Gin is proud to announce “Pour It Forward,” a social media program providing support to the bartending community backed by William Grant & Sons’ Stand Fast Campaign, a company-wide initiative established in the wake of the COVID-19 global pandemic to help bartenders get back to work. Paying homage to a time-honored bartending tradition of making and messengering cocktails to each other, the Hendrick’s Ambassador team will launch a similar program of their own that lives solely on social media to give back to the community that helped build the beloved brand in their time of need. The program will run in May and June will a goal of helping close to 100 bartenders across the US.
“Unusual times call for unusual actions and in these times, we need more caring and sharing,” said Vance Henderson, Hendrick’s Gin National Ambassador. “Our Pour it Forward program 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.”
How it works: Vance and his fellow Hendrick’s Ambassadors, Central Ambassador Mattias Horseman and East Coast Ambassador Erik Andersson, will nominate members of the bartending community to create and post personal videos of their curious cocktail creation made with Hendrick’s Gin. In addition to sharing the delightful recipe, the bartender will nominate another bartender to do the same, and so the process will continue on, extending support and spreading positivity throughout the trade community. Each participating bartender will be compensated for their efforts through the Stand Fast Fund to be used during this time of need.
In light of COVID-19, countless restaurants and bars across the US have had to close their doors. Hendrick’s Gin was built in bars and by the bartending community so this initiative aims to give back to those who advocate for the brand daily, in a way only Hendrick’s can.
Consumers can support by purchasing their very own highly coveted Hendrick’s Gin items (penguin pourer or tea set anyone?) at www.hendrickstinyshop.com/Catalog as all proceeds from sales made through June will be reinvested into the Stand Fast Fund, thus continuing to increase the number of participating bartenders Hendrick’s will be able to support. Follow the hashtag #HGPourItForward to see videos posted from participating bartenders, Hendrick’s Gin’s accounts, and the Hendrick’s Gin Ambassador team’s personal channels: