As martinis become more popular, people are delving into the world of mixology and discovering that the potent mixture of gin or vodka with vermouth is an acquired taste—and for those who prefer drier martini variations, Hendrick’s concocted the “Driest-Ever Martini.”
This product combines powdered Hendrick’s Gin, English cucumbers and “a whisper of vermouth.” Ready to combine with water, this powdered product brings the convenience of single-serve drink mixes to the cocktail category. Unfortunately for those who appreciate the idea, the playful idea made its debut on April 1st.
Embracing the spirit of April Fool’s Day, Hendrick’s seized the opportunity to double down on its whimsical marketing tactics and captivate gin lovers with its offbeat sense of humor and creativity.