Over a three-day period, Ally Martin, the face behind one of the world’s most trending gins puts-in an appearance at various local venues to promote a brand unlike any other.

At 19, he entered the F&B industry to supplement his income and fell in love with the business. Highlighting what draws him, Martin says “The creativity coupled with the diverse social interactions literally reeled me-in, as it is a great place to discuss the craft involved in creating a unique spirit. Despite the fact that gin is not entirely part of Lebanese culture, that is gradually changing, which is also part of the reason I am here. When entering a new market, the challenges vary. In this case, Lebanon already offers its consumers a number of options, so setting our brand apart was the main challenge. However, when it comes to Hendrick’s, we offer a spirit that is quite approachable, unusual and is of the premium variety. Best of all, bartenders really like using it in their drinks as do I. Despite the fact that the US and Europe are our biggest markets, we are starting to see demand rising from other regions, especially those that have a fairly hot climate such as the MENA region, because Hendrick’s offers consumers a drink that is fresh, clean and zesty.”