Fortnum & Mason takes consumers on exclusive tour of royal garden

British department store Fortnum & Mason is giving consumers the royal treatment with an afternoon tea and private tour of Highgrove Gardens, the Gloucestershire country residence of the royal family.

Highgrove is typically closed to the public, so Fortnum & Mason’s unique opportunity will grant consumers a chance to see inside the royal lifestyle for a brief moment. The tour of Highgrove is scheduled to take place on Friday, Sept. 11 at 3:30 p.m., and visitors will be allowed to stay until 7 p.m. that evening.

Royal treatment
Highgrove is the country residence of HRH Prince Charles and his wife Camilla, the Duke and Duchess of Cornwall. Prince Charles has been passionate about the property since 1980 and has devoted much of his attention to improving the house and especially the gardens.

Prince Charles was able to turn Highgrove into a self-sufficient garden with organic produce and sustainable farming practices. Prince Charles has expressed his passion for organic agriculture and his devotion to protecting and preserving British flora and fauna.

Fortnum & Mason is taking guests on an exclusive private tour of the garden

Fortnum & Mason is currently one of a select few stores that is able to sell produce from Highgrove. The department store stocks an exclusive selection of Highgrove food, wine and spirits that has been created on the premises.

Fortnum & Mason’s event on Sept. 11 will begin with a private tour of the gardens. This will be followed by a classic English three-tied afternoon tea service with Champagne.

At the conclusion of the event, consumers will have the opportunity to browse the Highgrove gift shop for souvenirs.

This is not the first time a luxury brand has taken advantage of the royal family to gain publicity and appeal to consumers.

For example, days after the highly anticipated birth of Princess Charlotte of Cambridge, luxury brands took the opportunity to congratulate the royal family on social media and present bespoke gifts to the new princess.

The royal birth has become a highly anticipated event that is followed closely by people around the world on social media platforms such as Facebook and Twitter. By celebrating the momentous occasion, brands are ensuring that they stay relevant with consumers and participate in the online conversation (see story).