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Hendrick's Gin readies Montreal Jazz Festival promotion

William Grant & Sons will conduct a promotion for its Hendrick's Gin alcohol brand at the 2018 Festival International de Jazz de Montreal. The promotion includes the use of a branded hot air balloon called "E.L.E.V.A.T.U.M." which will fly over the festival grounds. The 65-foot-tall balloon is decorated with images of cucumbers and roses. Festival attendees with special tickets will have access to an installation called the "Hendrick's Gin Air Departure Lounge" which will offer music, entertainment, product sampling and a chance to fly in the balloon. Tickets will be given away through a series of contests in advance of the event, including an online contest at <>. The 2018 Festival International de Jazz de Montreal will take place in June.

"Hendrick's is a gin that cultivates the unusual," said Beth-Anne Perry, senior national brand manager for Hendrick's Gin. "Bringing E.L.E.V.A.T.U.M. to the largest global jazz festival allows us to create a symphony of music, art and the unusual, and share the whimsical world of Hendrick's with jazz fans from across the globe."

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