The stunt is to promote LoneWold’s canned G&Ts.
As a teenager, it was one of the best days of your life: You put your money in a vending machine, made your selection, and by some divine miracle, two bags of chips fell out, scoring you a free stash of Munchos. As an adult, this is probably the closest equivalent: The spirits brand LoneWolf just launched a vending machine in London that is giving out gin and tonics – completely free, assuming you had the right token.
To be fair, it’s not like the vending machine is mixing up G&Ts on the spot. Instead, it was installed by LoneWolf – the distilling arm of the popular Scottish brewery BrewDog – to promote its new line of pre-mixed, canned gin and tonics. But all Londoners looking for a free buzz need to do to get a token for the machine is to tweet @LoneWolfSpirits with the hashtag #TheWolfOfOldStreet. According to London’s City A.M., people had to “line up” to use the machine today, though thankfully, it’s also open tomorrow.
However, as we all know, nothing is free, and in this case, beyond its promotional purposes, this “hidden” vending machine also comes with a history lesson. According to LoneWolf, the stunt is a nod to London’s past: During the gin prohibition of the 1800s, apparently bar owners in the city would create hidden slots to secretly serve desperate gin seekers. “Gin distillation is something that runs through the veins of London’s cultural history and this vending machine installation gave us the ideal opportunity to combine innovation with the cunning wisdom of the past to unleash our LoneWolf gin and tonic cans on London,” Doug Bairner, managing director of LoneWolf, was quoted as saying.
Meanwhile, if you miss this gin and tonic giveaway, you don’t have to fret entirely. According to The Drinks Business, the cans will also be available for just a few pounds at the country’s largest grocery chain, Tesco. Granted, saying you got a G&T from Tesco is far less exciting than saying you got it from a secret vending machine, but hey, not everyone can be looking for hidden vending machines all day.