William Grant & Sons has rolled out a series of sunset-inspired retail experiences for the launch of a GTR-exclusive extension of its Hendrick’s gin brand.
Sunspell, which joins Hendrick’s Cabinet of Curiosities series of iterations, was unveiled in March at a selection of worldwide airports, including London Heathrow, Singapore and Sydney. Dubai, New York JFK and Amsterdam Schiphol are next in line, with the four additional venues hosting a month-long pop-up from 1 April.
The extension, which carries an ABV of 43.4%, and is infused with citrus among other botanicals and spices. It joins the recently-launched Oasium extension Hendrick’s curiosities collection.
“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 is one of the top drivers of purchase,” said William Grant’s GTR marketing head, Gwilym Cooke.
“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.”
Last month, William Grant named James Casey as the next MD and Vérane de Marffy as CMO of its US operations.
