Hendrick’s dives into experiential marketing

Daisy Doctor
By Daisy Doctor | 19 September 2017

This is a feature from the September issue of AdNews. The full content is only available in print - you can subscribe to the print edition or download a digital version here.

After entering the Australian market just over 10 years ago, Hendrick’s Gin has definitely made its mark on the nation’s bar scene. The Scottish gin and tonic with cucumber can be found on almost every cocktail menu across the country. And, more often than not, in our AdNews Industry Profile feature plenty of execs tout Hendrick’s as their ‘go−to poison’.

Brand experience group Yakusan partnered with the William Grant & Sons Distillers−owned brand when it first launched in 2007. It’s been responsible for creating and producing their brand strategy, brand experiences and rich content ever since.

William Grant & Sons Distillers’ marketing manager Andrew Skehan said the brand has always had a strong focus on brand experiences as the channel to connect with its target audiences.

“Events and brand experiences play a key role in rewarding the curiosity, trial and loyalty of both our key trade and consumer audiences,” he said.

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