The award-winning premium drinks mixer company is set to launch a Summer campaign to rejuvenate the UK‘s iconic green spaces at the nation's favourite pubs and bars.
The Fever-Tree G&T Pub Garden awards are a celebration of a new era of al fresco drinking hotspots, waving goodbye to the days of mainstream lager brands dominating pub gardens with branded umbrellas and ashtrays.
Following the huge demand for desirable outdoor drinking locations in the UK coupled with the return of the mighty gin and tonic, the campaign will help nationwide publicans to dress and revamp their outdoor spaces.
By providing 600 pubs and bars with visible garden tools alongside online hints and tips on how to improve the aesthetics of the pub garden, Fever-Tree is inspiring publicans to begin to transform their outdoor spaces into Gin & Tonic gardens this summer and beyond.
The Fever-Tree sales team will be working hand in hand with nationwide accounts such as Greene King, Mitchells & Butlers, Fuller’s, Young's and independents to help activate their Fever-Tree G&T Pub Gardens and maximise the potential of their outdoor space.
The overall aim is to help drive footfall and create the perfect spaces for outdoor summer drinking making them a real hub of activity in local areas, as Gin & Tonic gardens.
Pubs across the UK will have the opportunity to enter the Fever-Tree G&T Pub Garden Awards. This competition will give participants the chance to be crowned ‘The Best Fever-Tree G&T Pub Garden 2018’.
Following submissions, a shortlist of the best gardens will be created and announced and the shortlist will be featured in an online video series where Fever-Tree will go on a journey discover what makes the best pub garden.
The winner will then be decided and will receive a Fever-Tree garden party for their staff to celebrate.
Fergus Franks, Fever-Tree marketing manager, said: “Done are the days of mainstream lager brands dominating pub gardens with branded umbrellas and ashtrays.
“The stratospheric return of the Gin & Tonic as the UK’s favourite tipple, as well as the increased desire of outdoor drinking, has inspired us to help transform pub gardens into Gin & 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 & Tonic Gardens.”
An online trade platform will support the entire campaign, providing insider hints and tips from a range of experts, including information on how to create the perfect summer drinks menus, how to make the most of your pub garden space, how to get the local community involved as well as how to use and maximise social media.
An online map will also be launched alongside the campaign and hosted on the Fever-Tree website featuring an interactive map meaning consumers will be able to discover their best local Fever-Tree G&T Pub Garden. Fever-Tree will promote this website in trade and consumer press, as well as Google Adverts and promoted social media posts.
As well as the gifting of garden tools to revamp the 600 pub gardens, Fever-Tree will host Gin & Tonic Garden parties in a smaller selection of the larger pubs across the UK with their G&T Garden Greenhouse bar unit.
Fever-Tree will also be partnering with some of the UK‘s largest operators with outside spaces, including D&D London, Caprice Holdings and Gordon Ramsay Holdings to take over their green spaces and transform them into Botanical Terraces.
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