Spreading the word
THE BRAND AMBASSADOR FOR HENDRICK’S IN SOUTH-EAST ASIA SHARES HER LOVE OF MIXOLOGY.
Today’s hipster community is more convoluted than ever, having a wide range of subcultures. To ensure it engages well with these groups, the well-known brand of gin Hendrick's has chosen Tasha Lu, a mixologist from Melbourne, to be its brand ambassador for the South-East Asian market. With a bold and unique style, Tasha Lu is ready to introduce Hendrick's to a wider market in SEA. Tasha Lu, who was born in Australia and whose mother was Indonesian and father European, has a diploma in Fashion Business from the Melbourne Fashion Institute. Although she has worked in many different industries, including architecture and fashion, her heart was always meant for hospitality. "I did a bar tending job at the weekend. This was a way for me to make friends, to have some fun while serving drinks. Then I got interested in becoming a mixologist, and learning more about cocktails," says Tasha. We are meeting her just before she performs as a guest mixologist at The Dutch, Jakarta. Tasha learned a lot about making cocktails from the people around her. "To watch them working, making drinks, it’s amazing. I'm a quick learner so I pick up skills quite fast," she says. She then spent about four years managing and operating bars, including Eau de Vie in Melbourne. "Working in this industry has made me more outgoing and better able to express my personality," she adds. Her unique personality eventually attracted the attention of those at Hendrick's. In September 2015, Tasha Lu was appointed brand ambassador of Hendrick's in South-East Asia. "One of my mentors thinks I'm ideal for working with Hendrick's. In Singapore, people thought I was very unusual, and perfect for the brand," says Tasha. She moved to Singapore soon after taking up the post. As brand ambassador, Tasha's job is to spread the word about Hendrick's to the people of South-East Asia, using events and activities to engage with consumers and bartenders. "Hendrick's mix is different from other similar drinks. While citrus fruits like lemons and lime faithfully serve the classic gin and tonic, Hendrick’s requires an unconventional garnish, which is cucumber," she explains. To ensure that the cucumber provides just the right flavour, the farms from which they come are specially chosen and inspected regularly. Tasha has also introduced the Unusual Negroni, a mix of Hendrick's with Vermouth which doesn’t depart from the original taste of G&T. "Unusual Negroni is my favourite. It was designed with our quirky consumer in mind," says Tasha. "In fact I think a good mixologist must be quirky and curious. Your mind should wander to a place that is different, so that you can stand tall among everyone else. I can say that I'm lucky to represent a brand that offers something different," she concludes.