Hendrick’s Gin has launched its first ever limited-edition gin – Midsummer Solstice – with flower obliterations up and down the country. A number of experiential, floral phone box portals were unveiled across the UK – London, Brighton, Manchester, Edinburgh and Liverpool – to mark the start of the launch campaign.
James Taylor, Senior Brand Manager at Hendrick’s Gin, said: “As Gin continues to experience exceptional growth, driven by increased penetration and expanding consumer repertoires, Hendrick’s Midsummer Solstice Gin offers consumers the chance to continue to explore the category with Hendrick’s. We’re super excited to launch our latest innovation, supported by a PR and Social launch campaign. The floral transformation of the once forgotten phone box are the perfect space to create a sensorial portal to our unusual brand world and transport curious minds back to simpler, less-connected times before social media and mobile technology transformed the way we communicate. A space where you can stop, literally smell the roses, and consider your true meaningful connections – the perfect way for us to celebrate the launch of Hendrick’s Midsummer Solstice with a disruptive activation.”
The deeply floral gin was inspired by the ephemeral delights of Midsummer Solstice blooms and was first created by Master Distiller Lesley Gracie as an ambrosial wedding gift to celebrate a deep and long-lasting love.
Like the limited-edition product, the experience was fleeting – limited by nature. Curious consumers who entered the floral phone boxes were gifted with a first taste of the new gin – either with a ‘Stem for a Serve’ redeemable at a local bar or in the tasting room of the London’s Soho Square launch. The PR launch will be further supported by paid social media and in store activity throughout the Summer.
The Red Consultancy began working with Hendrick’s to launch Midsummer Solstice following a competitive tender process earlier this year.
For those curious to try, Hendrick’s Midsummer Solstice Gin is now available at Waitrose and via 31 Dover, as well as good retailers and bars throughout the summer.