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William Grant & Sons opens Hendrick's bar in Sydney hot-air balloon

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William Grant & Sons is to launch hot-air balloon flights over Sydney Harbour in Australia as part of a Hendrick's Gin marketing drive.

William Grants Hendricks balloon will fly 100ft above Darling Harbour

William Grant's Hendrick's balloon will fly 100ft above Darling Harbour

The balloon will carry a bar that serves Hendrick's cocktails at 100 feet to consumers who sign up for the 'Most Unusual Balloon Bar' activation. The flights start next month from Sydney's Darling Harbour.

William Grant said the branded balloon will raise awareness for Hendrick's cocktails during the Australian summer.

"We have gone above and beyond to bring Sydneysiders a spectacle from the street to the sky in the most unusual style," said Hendrick's brand ambassador Luke Sanderson.

William Grant has launched a number of unusual marketing activities for the cucumber-flavoured Hendrick's. In 2017, the company offered free G&Ts in cocktail bars to anyone that brought in a cucumber.

In the UK last week, William Grant announced a first TV ad for Hendrick's as part of a GBP2m (US$2.7m) festive activation.

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