Hendrick’s brings “a dash of the unusual” to travellers

William Grant & Sons (WGS) Travel Retail section has partnered with International Shoppes to create a buzz around Hendrick’s Gin in two key US airports this summer.

JFK andPhiladelphiaairports will introduce over three million travelers to the Hendrick’s brand through a series of themed marketing activations over the course of the summer.

The idea is to bring “a dash of the unusual” through Hendrick’s to travelers. The pop up stores will coincide with one of the peaks in the travel season to maximize its impact. The pop-up activities will include birdcages, ice cream carts and serving bars, Victorian-style croquet sets as well as plenty of roses and cucumbers everywhere.

The main attraction, however, will be the Victorian Hothouse in JFK Terminal 5. This will be the largest activation in global travel retail to date. It offers a chance to sample the product and also offers full immersion in the brand universe.

Scott Halpern, VP International Shoppes comments, “As shown earlier this year with the installation of the impressive Glenfiddich Crystal Stag gondola, William Grant & Sons has proven a true strategic partner by consistently investing behind its great portfolio of super premium brands.  We are proud to partner with them once again in such an impactful activation as the Hendrick’s summer program and Victorian Hothouse.  Sales have been great and consumers are definitely talking about Hendrick’s Gin!”

“The Hendrick’s activities with International Shoppes at JFK and Philadelphia are an excellent example of two of William Grants & Sons’ strategic objectives: To invest behind our core brands in the GTR channel, and to up-weight the key North America Travel retail market.” continued Rita Greenwood, managing director for WGS Global Travel Retail.

“We are extremely excited about creating our first ever Travel Retail concourse initiative in such a compelling and unusual fashion.” said Paige Parness, regional marketing manager for WGS. “Hendrick’s Gin is such a unique brand that we wanted to present it in an equally unique way that would give consumers a fun and engaging experience.”