17 Sep 2021
PRCA Awards nominations
Curious distiller Hendrick’s Gin, has today launched its first ever limited-edition gin with Red Consultancy.
Obliterated by flowers, a number of experiential, shareable floral phone box portals are being unveiled across the UK – London, Brighton, Manchester, Edinburgh and Liverpool – to launch Hendrick’s Midsummer Solstice Gin. The deeply floral gin was inspired by the ephemeral delights of Midsummer Solstice blooms and was first created by Master Distiller Lesley Gracie as an ambrosial wedding gift to celebrate a deep and long-lasting love.
Created to drive image-led editorial, earned media and brand world engagement, James Taylor, Senior Brand Manager at Hendrick’s Gin said, “The floral transformation of the once forgotten phone box is the perfect space to create a sensorial portal to our unusual brand world and transport curious minds back to simpler, less-connected times before social media and mobile technology transformed the way we communicate. A space where you can stop, literally smell the roses, and consider your true meaningful connections – the perfect way for us to celebrate the launch of Hendrick’s Midsummer Solstice.”
Like the limited-edition product, the experience is fleeting – limited by nature. Consumers who are curious and enter the floral phone boxes will be gifted with a first taste of the new gin – either with a ‘Stem for a Serve’ they can redeem at a local bar or in the tasting room of the London launch in Soho Square.
The Red Consultancy were brought on to launch Hendrick’s Midsummer Solstice Gin following a competitive tender earlier this year.
Deputy MD, Perena Barrett said, “The launch of Hendrick’s Midsummer Solstice Gin has been an absolute gift of a brief. What a brand! Layered, unusual and unwavering in its pursuit of premium gorgeousness. Together we’ve tried to create something stunning, glorious and curious! A sensorial experience that immerses people in the inspirations of the gin: the deep florals, the enchantment of midsummer and the infinity of the love story for which it was first distilled.”
Curious? See where the portal takes you and visit one of the five locations nationwide this weekend:
- BRIGHTON: Palace Pier, 12pm – 7pm, Thursday 28th & Friday 29th March
- LONDON: Soho Square, 12pm – 9pm, Friday 29th March
- EDINBURGH: Castle Street, 12pm – 7pm, Friday 29th & Saturday 30th March
- LIVERPOOL: Salthouse Dock, 12pm – 7pm, Saturday 30th March & 31st March
- MANCHESTER: King Street, 12pm – 7pm, Sunday 31st March & Monday 1st April
For those curious to try, Hendrick’s Midsummer Solstice Gin is now available at Waitrose (RRP £35) and all good retailers and bars throughout the summer.