Hendricks Gin Perfumery

Client: William Grant and Sons

Hendrick’s Gin was losing its association with its distinctive product attribute, the cucumber – an important refreshment cue, which was impacting sales and share.

Focusing on travel retail, a difficult environment to stand out and gain attention, Hendrick’s Gin aimed to prompt trial and purchase amongst travellers with a pop-up showcasing its cucumber obsession. Combining two travel retail worlds (alcohol and fragrances), taking inspiration from Victorian era perfume stores, and reflecting the brand’s aesthetic, The Hendrick’s Gin Perfumery provided travellers with moments of curious refreshment. Central to the experience was an edible cucumber spritz, “Eau de Cucumber”, which added theatre to a Hendrick’s Gin and tonic serve whilst Brand Ambassadors educated travellers on the brand. The experience resulted in double-digit sales and share increases whilst independent research confirmed improvements in uniqueness, affinity, and consideration scores. Hendrick’s Gin Perfumery, the world’s first gin perfumery, was a highly distinctive, memorable, and effective pop-up experience.