This summer sees the first Hendrick’s Gin Perfumery debut exclusively in travel retail along with the creation of an edible cucumber scent and cocktail garnish called ‘Eau de Cucumber’. Hendrick’s Gin owner William Grant & Sons is partnering with Heinemann and Frankfurt Airport Media for this curious activation, which will remind adult consumers travelling through the German airport that the award-winning Scottish gin is infused with a humble hero; the cucumber.
Taking place from August 2nd to 31st at Terminal 1 Pier B West, discerning passengers will be able to nose the novel fragrance, which was developed in collaboration with Global Brand Ambassador Ally Martin, and enjoy it as a spritz over a delicious Hendrick’s Gin & Tonic. Expertly prepared by brand ambassadors at the pop-up’s cucumber-shaped Spritz Carousel, the serve will deliver a delicious double dose of cucumber flavour and sensory refreshment all around!
The most eye-catching element of the elegant 15-square-metre activation space is the giant Eau de Cucumber atomiser which will pique the interest of passing travellers, providing them with a moment of refreshment within the bustle of the airport terminal.
Another feature of the attention-grabbing experience, which was created and produced by London-based creative agency Space, is the Story Wall which is designed with Hendrick’s signature surrealist flourishes. Inquisitive travellers can feed cucumbers into portholes on the wall and watch the peculiarly magical way in which the fragrance is produced. They can also pick up a phone to hear what the fragrance sounds like at the outlet’s intriguingly entitled “Answering the Call of the Unnecessary” station.
An intricately designed Victorian shop window is another eye-catching element of the Perfumery. Inspired by prolific perfume department stores of the era, the display showcases an impressive array of Hendrick’s cucumber paraphernalia.
The pop-up is located opposite Heinemann Duty Free’s main store in the terminal. After visiting the Perfumery, travellers will be able to explore Hendrick’s Original Gin and the travel-retail exclusive Hendrick’s Amazonia in a special branded area of the duty-free store. This area brings the latest Hendrick’s ‘Refreshing Encounters’ summer campaign to life and offers an exclusive gift wrapping service for Hendrick’s bottles purchased in-store.
“The Hendrick’s Gin Perfumery is the latest example of how Hendrick’s is able to disrupt the gin category in travel retail in its own delightfully idiosyncratic way, On one level, the Perfumery will provide some relaxing fun for stressed travellers. On another, the activation has a more informative angle – to alert gin drinkers to the fact that Hendrick’s is oddly infused with rose and cucumber, which is 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
“We are always keen to develop with our partners innovative summer drinks activations that drive footfall into our stores. In Hendrick’s, we have an equally ambitious partner we’ve been working together with trustfully for many years. And whether you are a Gin enthusiast or an adventurous traveler seeking the unexpected – the Hendrick’s Gin Perfumery is sure to put you provide you with an unforgettable experience.”Jens Peter Peuckert, Director of Marketing at Gebr. Heinemann
Later this summer, the Hendrick’s Gin Perfumery will also set up shop at Paris Charles de Gaulle airport in partnership with 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.