Hendrick’s Gin Embraces Dry January — By Becoming a Gym
(Photo: Hendrick’s Gin)
Hendrick’s Gin is embracing Dry January by becoming a gym for the entire month. As part of this peculiar transformation, the Scottish booze brand has presented a humorous variety of mixology-themed exercises and released new sporty merchandise through its Tiny Shop.
“Hendrick’s GYM is here to help gin enthusiasts improve their cocktail-making flair and form, so we all may be at our finest for the 11-month 2024 cocktail season,” the brand explained.
“To do so, Hendrick’s GYM has developed five exercises to optimize one’s cocktail-concocting style, ease and expression.”
According to Hendrick’s Gin, the following five exercises are poised to help those taking a break from booze this January gear up for the next 11 months of responsible cocktail enjoyment.
Weighted Cocktail Shaking: “This method of adding resistance to cocktail shaking enables an elevation of form and poise for shaking all manner of cocktails.”
(Photo: Hendrick’s Gin)
High Repetition Garnishing: “You’ll be amazed how this action of slicing and positioning an otherworldly amount of garnishes on a single glass, will improve your ability to place one or two garnishes with effortless panache and elegance.”
(Photo: Hendrick’s Gin)
Pinky Curls: “Whilst relatively unimportant in normal life, the pinky is a star performer in the world of cocktails. The stronger this little digit is, the more it will extend it with grace and elan.”
(Photo: Hendrick’s Gin)
Resistance Cheersing: “This straightforward yet challenging exercise will help you cheers with spontaneity and confidence at the drop of a hat.”
(Photo: Hendrick’s Gin)
Host Congeniality Drills: “Just a few sessions of this surprisingly demanding exercise will noticeably boost your capacity to handle even the most ill-mannered situation with warmth and generosity.”
Joining the cheeky gym announcement is the release of a Hendrick’s Gym water bottle and cucumber-inspired sweatbands, available for purchase through the Hendrick’s Gin Tiny Shop starting Jan. 4.
(Photo: Hendrick’s Gin)
Dry January is a health and wellness initiative encouraging individuals to abstain from alcohol for the entire month of January. Participants voluntarily commit to a month-long break from alcoholic beverages, aiming to reset their habits, improve physical and mental well-being and raise awareness about alcohol-related issues. The movement has gained popularity globally, fostering a supportive community and promoting a mindful approach to alcohol consumption.
As part of its Dry January campaign, Hendrick’s Gin has dropped a promotional video with just as much whimsy as its previous ad campaigns.
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