Hendrick's Gin
The Hendrick's Gin project involved creating on-trade brand experiences in bars and restaurants to drive engagement.
(Company)
William Grant & Sons - Straza Flow
(Role)
Brand & Shopper Marketing Director
Sensory
Experience
Challenge
Elevate Hendrick’s brand awareness in on-trade channels and high-profile events, ensuring the brand stood out in highly competitive premium spirits environments.
Strategy
• Designed premium display concepts that reflected Hendrick’s eccentric and luxury brand DNA.
• Developed immersive tasting stations that engaged multiple senses, creating memorable touchpoints.
• Curated sensorial environments at flagship events and on-trade venues, combining visuals, aromas, and interactive storytelling.
• Coordinated with trade marketing and event partners to guarantee consistency and flawless execution.
Outcome
• +40% higher consumer interaction at events vs. benchmark
• +27 % increase in brand awareness (internal tracking).
• +15% lift in purchase intent among exposed audiences
Hendrick's Gin
The Hendrick's Gin project involved creating on-trade brand experiences in bars and restaurants to drive engagement.
(Company)
William Grant & Sons - Straza Flow
(Role)
Brand & Shopper Marketing Director
Sensory
Experience
Challenge
Elevate Hendrick’s brand awareness in on-trade channels and high-profile events, ensuring the brand stood out in highly competitive premium spirits environments.
Strategy
• Designed premium display concepts that reflected Hendrick’s eccentric and luxury brand DNA.
• Developed immersive tasting stations that engaged multiple senses, creating memorable touchpoints.
• Curated sensorial environments at flagship events and on-trade venues, combining visuals, aromas, and interactive storytelling.
• Coordinated with trade marketing and event partners to guarantee consistency and flawless execution.
Outcome
• +40% higher consumer interaction at events vs. benchmark
• +27 % increase in brand awareness (internal tracking).
• +15% lift in purchase intent among exposed audiences
Hendrick's Gin
The Hendrick's Gin project involved creating on-trade brand experiences in bars and restaurants to drive engagement.
(Company)
William Grant & Sons - Straza Flow
(Role)
Brand & Shopper Marketing Director
Sensory
Experience
Challenge
Elevate Hendrick’s brand awareness in on-trade channels and high-profile events, ensuring the brand stood out in highly competitive premium spirits environments.
Strategy
• Designed premium display concepts that reflected Hendrick’s eccentric and luxury brand DNA.
• Developed immersive tasting stations that engaged multiple senses, creating memorable touchpoints.
• Curated sensorial environments at flagship events and on-trade venues, combining visuals, aromas, and interactive storytelling.
• Coordinated with trade marketing and event partners to guarantee consistency and flawless execution.
Outcome
• +40% higher consumer interaction at events vs. benchmark
• +27 % increase in brand awareness (internal tracking).
• +15% lift in purchase intent among exposed audiences