Hendrick’s Gin is continuing its attention-grabbing summer of 2023 activations with the launch of the Hendrick’s Gin Perfumery – along with its incredible edible cucumber scent – at Paris Charles de Gaulle Airport. Brand owner William Grant & Sons has partnered with Lagardère Travel Retail to delight travelling consumers with a refreshing and eye-catching 29m² pop-up at the airport’s Terminal 2E Gate M.
This curious activation, created by London-based creative agency Space, brings the iconic ‘Eau de Cucumber’ scented cocktail garnish to Paris, following the successful debut of the first Hendrick’s Gin Perfumery at Frankfurt Airport last month. It is exclusive to travel retail and will run from 5th September through 9th October.
The partners are eager to offer adult passengers at the French hub a delightfully peculiar and refreshing experience and remind them that the award-winning Scottish Hendrick’s Gin is infused with a humble hero: the cucumber. The Hendrick’s Gin Perfumery takes this obsession with the cucumber to new heights, showcasing a bespoke perfume for its gin that brings even more cucumber flavour and refreshment to a Hendrick’s & Tonic. Simply put, it’s a Perfume for gin.
Discerning travellers will be able to nose the novel fragrance which was developed in collaboration with Global Brand Ambassador Ally Martin. They will also be encouraged to sample it as a spritz over a delicious Hendrick’s Gin & Tonic, carefully mixed by brand ambassadors at the pop-up’s cucumber shaped Spritz Carousel. It’s a serve that’s sure to deliver a delicious double dose of cucumber flavour and bring all round sensory refreshment to the airport retail space.
That’s not all, however. The most striking element of the pop-up is a giant Eau de Cucumber atomiser, designed to catch the interest of passing travellers, and like the rest of the space, offer fun photo moments.
The Story Wall – with Hendrick’s signature surrealist flourishes – is another feature of the outstanding experience. The wall encourages further consumer engagement as inquisitive travellers can feed cucumbers into portholes on the wall and watch the rather peculiar way in which Hendrick’s cocktails are made so they can recreate them at home. They are also invited to pick up a phone to hear what the fragrance sounds like at the outlet’s intriguingly named ‘Answering the Call of the Unnecessary’ station.
The Perfumery also features an intricately designed Victorian shop window. Taking inspiration from prolific perfume department stores of the era, the display highlights an impressive array of Hendrick’s cucumber paraphernalia. Highlighted products include Hendrick’s Original, its hero gin created from eleven fine botanicals, and Hendrick’s Amazonia, the brand’s most exotic release, with fresh vibrant notes characteristic of native jungle flora finely accentuating Hendrick’s signature rose and cucumber combination.
“Following a very successful first launch at Frankfurt Airport in August, we’re delighted to bring the Hendricks Gin Perfumery to consumers travelling through Paris CDG. The brand is well-known and admired as a colourful and imaginative disruptor in the gin category in travel retail and The Hendrick’s Gin Perfumery is the latest example of the brand’s delightful idiosyncratic touch to the business. The Perfumery not only provides stressed travellers with some relaxing fun and a moment of refreshment, but it also offers an informative angle, pointing out that Hendrick’s lives up to its ‘curious’ title. The gin is oddly infused with rose and cucumber, a key point of differentiation for the brand in the crowded gin category.”Rufus Parkinson, Global Travel Retail Regional Director for Europe and America at William Grant & Sons
“This outstanding activation underlines the strength and nature of our long partnership with William Grant & Sons, and Hendrick’s Gin. It has all the elements required to drive footfall fall to our stores and to ensure that travelling consumers are treated to something special. This is not just an activation; it’s also an experience, one that is exclusive to travel retail and sure to delight not just gin enthusiasts. Considering all the elements, the Hendrick’s Gin Perfumery is sure to offer our travelling consumers an unforgettable experience and that is exactly what we aim to do.”Victoire Gueugnier, Merchant Beverage Director at Lagardère Travel Retail
Hendrick’s Gin is the number one super-premium gin in travel retail and continues to establish a strong presence in this segment, as the channel recovers and the gin category booms in many markets across the world.