Notorious Beam Team

Just spotted this on Londonist:

"For those of you in London this Easter weekend, there's a treat for you. Oh yes.

Good Friday will indeed by very good because that's the evening of the Hendrick's Spring Masked Ball, a most glorious night of gin-flavoured hedonism, elaborate costume and fantastic facewear. Organised by the decadent chaps of The Last Tuesday Society, we know from their reputation at previous balls that this is going to be rather fabulous and as well as an intriguing musical line up of DJs and the frankly disturbing Punch & Judy show, there will also be the chance to...

"...Gorge Yourselves at Suzette Field's Famous Cheeseboard, Viktor Wynd's Midnight Feast of Yesterdays Cakes & The Fruits of Ridley Road & Their Chocolate Fountain

Detox Whilst You Tox as Martin Ahearne Brings The Little Organic Juicebar from Upper Street and helps you juice the surrounding fruit and vegetables and mix them with Mother's Ruin

Amuse Yourselves With the Broken Toys of Dalston Oxfam Shop & Their Preplayed Games"

So leave that full face zip-up gimp mask at home and wear something with room to sip a gin cocktail and nibble one of yesterday's cakes. It never suited you anyway. Apart from obligatory masks, the dress code is opulence, ball gowns and 'fancy' and prizes will be given out for the best dressed people, the most virginal smile and the greatest mask. Rah. See you there?

Hendrick's Masked Spring Ball, Arts Theatre (Covent Garden), Friday 21 March. Tickets are £12 in advance or £15 on the door, £50 for a family ticket for 5 in advance only. For more information and to book, go here."

What's great about this is that the event is very Henrdicks. It's niche. It's interesting. It's surprising. And they're doing brilliantly to sell tickets to the event and get publicity as a result. The readers of Londonist have all been exposed to a cool piece of Hendrick's activity. And at very low cost.