A 20-year overnight success story
WE are living in what might be called a golden age for gin, but with so many new names arriving on the scene, how does a brand ensure it gets its share of the boom?
Pamela Selby, global brand director at Hendrick’s, reckons it’s all about standing out.
“Our signature cucumber serve was a massive breakthrough, the dark apothecary style bottle was a head-turner and our distillation process was genuinely ground breaking,” she said.
“Hendrick’s didn’t behave in the way a gin brand was expected to behave and was a refreshing antidote to a category that was increasingly tired and fusty.”
Gin might have enjoyed rapid growth in recent years but Selby noted at Hendrick’s it is often joked that the brand was a 20-year overnight success.
We continue to appeal to those who were there with us from the beginning whilst remaining fresh and relevant.
“Word has slowly spread. Our principles and approach have not wavered,” she said.
“We continue to appeal to those who were there with us right from the beginning whilst remaining fresh and relevant.”
Looking beyond 2018, Selby said the plan is to keep trying to reach yet more consumers.
“We are delighted with the performance of Hendrick’s but there are plenty of drinkers who have yet to savour Hendrick’s Gin,” she said.
“We will continue to do what has worked so well for us in the past, stay true to what made Hendrick’s iconic in the first place and maintain a fresh creative approach.”