Sunset inspires Hendrick’s GTR exclusive
William Grant & Sons-owned Hendrick’s Gin has unveiled a new sunset-inspired global travel retail (GTR) exclusive called Sunspell.
Sunspell Gin is the latest limited release in the brand’s Cabinet of Curiosities series, and has been made ‘for sunset chasers and magic embracers’.
The new edition, created by Lesley Gracie, master distiller of Hendrick’s Gin, debuted at the TFWA World Exhibition 2024.
Hendrick’s Sunspell was inspired by the sunset behind the island of Ailsa Craig on the South Ayrshire coast of Scotland.
Last month, the gin and its accompanying campaign was launched at key airports, including London Heathrow, Singapore, and Sydney.
The launch will be followed by additional GTR destinations, including Dubai and New York JFK, in the coming months.
Each activation is said to blend storytelling and theatre in a multi-sensory experience, designed to ‘ignite curiosity and spark engagement’.
Gwilym Cooke, GTR head of marketing at William Grant & Sons, said: “There is no denying that this eye-catching Magic of Sunset campaign can stop travelling consumers in their tracks. It encourages interaction and engagement with a touch of theatre and offers the all-important Sunspell tasting.
“We believe there is significant potential to increase conversion in the global travel retail market by addressing shoppers’ demand for new products from trusted brands and offering a travel retail exclusive, one of the top drivers of purchase. Our goal is to deliver a story-led gin with an intriguing flavour that is undeniably Hendrick’s – a perfect addition to the Cabinet of Curiosities.”
Cooke added: “This is also the perfect opportunity for us to collaborate closely with our partners on immersive brand experiences. Hendrick’s Gin’s universe lends itself beautifully to high-profile, engaging activations, and Sunspell is no exception. With its vivid colours and enchanting concept, it captures the wonder and delights that define Hendrick’s world.”
Amsterdam Schiphol activation
From 1 April, Amsterdam Schiphol will be ‘sunbathed’ with a month-long pop-up created and produced by London-based creative agency Space UK.
Judith Klein, key account manager at Schiphol Media, stated: “We are proud to welcome Hendrick’s Sunspell Gin to Schiphol.
“Few brands create such imaginative and immersive experiences. It is a fitting match for the spirit of travel, and we are grateful to bring a touch of this magic to our passengers’ journey.”
Travellers will be offered a complimentary Sunspell & Tonic, served by the brand’s ambassadors, and the Sunset Mesmeriser invites guests to step into ‘magic’ hour.
On the other hand, the Scent Station showcases the gin’s character, achieved by using spices, rose infusion, and citrus botanicals with the brand’s signature cucumber garnish.
Last year, Hendrick’s launched a limited edition Grand Cabaret gin as part of its Cabinet of Curiosities range, and last month, the series was expanded with the launch of Hendrick’s Oasium.
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