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Hendrick's Gin readies Nuit Blanche promotion

William Grant & Sons Holdings will conduct a promotion in Toronto on Sept. 29 in support of its Hendrick's Gin brand. The effort will coincide with the 13th annual Nuit Blanche Toronto arts festival on that day. From sunset to sunrise, the company will operate a branded 65-foot hot air balloon at Nathan Phillips Square that will offer rides to consumers. The installation will also feature a custom-made musical instrument which uses whole cucumbers as keys. Consumers can win tickets to the installation by entering online at <> or by ordering a Hendrick's gin and tonic at a participating Toronto bar. Consumers can also enter at the installation on the night of the festival.

"Hendrick's is a gin that cultivates the unusual," said Beth-Anne Perry, senior national brand manager for Hendrick's Gin. "Bringing the spectacular world of Hendrick's Gin to life with our 'L.E.V.I.T.A.T.R.E.' experience at City Hall allows us to engage our guests in a whimsically magnificent way. We are thrilled to be back in Toronto for our second year in a row and look forward to celebrating the wonder of Nuit Blanche Toronto with over one million Canadians who come out to enjoy it each year."

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