Hendrick’s Gin embraces sci-fi at Humburg airport

5th September, 2013 by Amy Hopkins

Hendrick’s Gin targeted holiday-makers with a penchant for the weird and wacky in a sci-fi-inspired promotion scheme last month.

Hendrick's Gin GOSH

The GOSH theatrical promotion scheme aimed to enhance the profile of the Hendrick’s Tea Time Gift Pack

Travellers flying from Hamburg airport, Germany, had the opportunity to sit inside the Gin Oscillating Sensory Helmut (GOSH) and take part in a theatrical experiment.

The initiative is run in conjunction with Heinemann Duty Free and involves shop staff dressing up in scientific uniforms and asking customers to sign a fake legal waiver and don a white lab coat. Participants then select flying goggles and head gear before taking part in the GOSH experiment.

Once suited in the appropriate attire, passengers were directed to the ‘helmet dome’ which then captures them in a theatrically simulated ‘gin vapour’ while the store ambassador explains the qualities of Hendrick’s Gin.

The spectacle continued once the experiment concludes with staff checking the health of the passenger, who were then given a graduation scroll and invited to the ‘Recovery Bar’ where they were given a complimentary Hendrink’s Gin cocktail.

WGS business manager Ian Waddington said: “Theatre at every stage of the activation is crucial to its success, building anticipation and engagement from start through to the final presentation of the scroll.

“In true Hendrick’s style, GOSH is like no other brand activation – fun, lively and, at the same time, educational and interesting.”

The activation served to promote Hendrick’s Tea Time Gift Pack – a set which allows consumers to enjoy Hendrick’s gin in teacup cocktails.

“We can always rely on William Grant & Sons to create a truly standout promotion for Hendrick’s Gin,” said Rüdiger Stelkens, purchase director at Heinemann.

“The theming has been excellent and the activation has really attracted a huge amount of attention from passengers. We’re delighted with the results.”

Leave a Reply

If that's interesting, how about these?

Dubai Duty Free 2016 sales reach US$1.85bn

Dubai Duty Free saw annual sales of US$1.85 billion in 2016, with liquor more...

Tales on Tour announces Edinburgh seminars

The organisers of Tales of the Cocktail have released a list of seminars ahead more...

375 Park Avenue Spirits hires former Bacardi exec

US importer 375 Park Avenue Spirits, a division within spirits group Sazerac, more...

Former Stoli exec Cullins joins Perfect Brands

Rob Cullins, former Stoli Group CEO, has been named global spirits director at more...

Entries open for Wenneker Swizzle Masters 2017

Entries are now open for the revamped 2017 Wenneker Swizzle Masters – in more...

Ray Lewis gifts Bourbon to Trump and Pence

Retired American footballer Ray Lewis is to launch a limited edition Bourbon more...

Shareholder condemns 'disdainful' Stock Spirits

Western Gate Private Investments has criticised Stock Spirits for what it calls more...

D1 London gin and vodka to enter Chinese market

D1 London Spirits is set to launch its London Gin and Potato Vodka in China, in more...

Jack Daniel's launches whiskey-infused coffee

Caffeine-crazed Jack Daniel's lovers can now have a taste of their favourite more...

Dalmore celebrates master distiller with 50yo

Highland distillery The Dalmore is to release an "exceptionally rare" more...

Alcohol activates 'starvation mode', study finds

Drinking alcohol triggers a "starvation mode" in the brain, increasing hunger more...

Patrón TR chief: 'every brand is a competitor'

John Kilmartin, travel retail chief at Patrón Spirits International, talks more...

The Benevolent names new chairman

Drinks industry charity The Benevolent has appointed Tom Yusef as chairman more...

Pinkster unveils Valentine's bottle

British gin brand Pinkster is hoping to charm shoppers this Valentine’s Day more...

Wemyss Malts appoints Asia sales manager

Independent spirits bottler Wemyss Malts has named Jason Pan as Asia Pacific more...

Spirit Works Distillery appoints head distiller

California-based "grain-to-glass" distillery Spirit Works has promoted Lauren more...

Beam Suntory partners with Chicago Cubs

US baseball team Chicago Cubs has announced Beam Suntory as its official more...

Bacardi GTR brings rum focus to Malaga

Bacardi Global Travel Retail has teamed up with Dufry-owned World Duty Free to more...

California welcomes 'first urban distillery'

Distiller and blogger Laura Johnson is readying to open California's "first more...

Irish whiskey sector 'fails to protect small brands'

The growth of Irish whiskey is “under threat” since the industry has a more...