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.

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Manchester design agency LOVE has won a three-way pitch to design an immersive Gin Distillery Experience in Manchester for Quintessential Brands–owned, Thomas Dakin.

The distillery, which received full planning permission in 2018, is already under construction with the aim of opening to the public early Autumn, 2019.

The gin distillery will be located in the heart of Manchester between Deansgate and Albert Square, with three craft copper pot stills taking pride of place behind the distillery’s impressive glass frontage.

Alongside the working gin distillery, the venue will be filled with experiential and personalised moments that include a gin bar, an Instagram-enabled event space for hospitality events, and entertainment.

The Thomas Dakin Gin Distillery is expected to become one of the city’s top tourist attractions, with 70,000 visitors expected in the first year.  The experience will create more than 50 jobs and will have the capacity to produce over 1 million bottles of gin every year, ensuring the growing global demand for Thomas Dakin Gin is met.

The new distillery will continue the legacy of Thomas Dakin, the 18th-century visionary who pioneered the development and refinement of quality English Gin and set the benchmark for London Dry Gin in 1761. Inspired by his passion, commitment to craft, and his entrepreneurial attitude, Thomas Dakin plan to add more gins to its collection, combining traditional techniques created by Dakin himself, paired with modern methods to break new ground in craft gin.

Trevor Cairns, CEO of LOVE, commented: “Thomas Dakin has a rich heritage in innovation, but an even more exciting story in its craftsmanship and ambition to become the most desired distillery in the world – which is a great brief to be a part of. Having designed brand experiences all over the world, it’s particularly special to be creating one in our hometown, Manchester”.

David Hume, Director of Thomas Dakin at Quintessential Brands Group, comments; “LOVE have really inspired us with their innovative response to our brief to build an exciting gin distillery experience in the heart of Manchester. We’re looking forward to working with their talented team to bring this to life in their home city.”

LOVE, the multi award-winning agency, has a long-standing track record in designing innovative consumer experiences around the world, from the award-winning Johnnie Walker Houses in Asia, to the iconic Guinness Storehouse in Dublin.

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Sipsmith has introduced the Sipsmith Gin Shop: a festive gin pop-up store which aims to serve as this year’s ultimate Christmas shopping destination for ‘ginthusiasts.’ Debuting on Wednesday 14th November, at 192 Piccadilly, the Sipsmith Gin Shop will be the perfect place for visitors to check off their Christmas gift list.

The shop’s shelves will be brimming over with gin bottles, limited-edition distillations, and a bounty of gin books, cocktail accessories, and other covetable gifts. The Sipsmith Gin Shop will also offer gift-wrapping services to help each bottle look its best. The space will also host a number of evening events, masterclasses, personal shoppers, and in-house bar—all designed to ease any holiday stress and put visitors in a jolly frame of mind.

To mark the festive season, Sipsmith will provide a range of seasonal, limited-edition gins on offer, including past Sipping Society favourites including Gingerbread Gin, Mince Pie Gin, and Chocolate Orange Gin. Beyond the bottles, the Sipsmith Gin Shop will also have numerous accessories on the shelves, from copper barware and cocktail gift sets to glassware and gin books. The shop will also feature Gin Stockings: the first stockings on the market dedicated exclusively to gin, with the option to ‘Build Your Own Stocking’ to add a personal touch.

The Sipsmith Gin Shop will also teach guests how to host the perfect Christmas party with masterclasses on how to stir up a number of cocktails, and talks to help them brush up on their gin knowledge. The Sipsmith Gin Shop can even play host to customers’ seasonal parties.

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Franklin & Sons have launched the #FranklinFriday Gin-stant delivery service, offering office workers across London the chance to receive a free supply of its award-winning Franklin & Sons Natural Indian Tonic Water and Portobello Road Gin cans for their office this Friday 24th August.

Amongst the lucky winners were the IPM team, receiving a free supply of 300 cans.

To win, participants are required to simply follow @FranklinandSons and upload a photo of the Franklin’s Morris Minor onto their Instagram page with the hashtag #FranklinFriday and office name.

Perfectly combining two premium London brands, Franklin & Sons Natural Indian Tonic and Portobello Road Gin, creating a balanced and refreshingly crisp flavour in a convenient 250ml can.

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Hendrick’s Gin is offering London commuters the chance to drink a selection of cocktails and enjoy a cucumber macaron as they tour London in a classic Routemaster double-decker bus painted to represent a cucumber.

The activation is part of the brand’s “Ministry of marginally superior transport” campaign, which launched three weeks’ ago with a film on the brand’s YouTube channel.

The bus has been named H.E.R.B.E.R.T. – which stands for “Hendrick’s extraordinary roving bus for exceptionally refined travel” and the “curiously unconventional service” started on July 21st 2016 and runs until July 29th (except Monday 25th) The bus collects passengers from Victoria Street (Westminster), Southbank, Theobalds Road (Holborn) or Euston Road, (Kings Cross). Entry is by pre-booked ticket only, and the fare is £2.50 (although a visit to the website suggests tickets are sold out)

UK commuters are being invited to share their travel problems or triumphs via the Hendrick’s UK Facebook and Twitter, using #HendricksMinistry. The best – and worst – stories receive either a personalised message from the Ministry or a “delightfully different” gift from Hendrick’s gift.

Sam Bovill, Hendrick’s brand manager, said: “The campaign is aimed at bringing moments of delight and peculiar humour to the otherwise everyday, mundane task of commuting.”

Hendrick’s Gin, which has won multiple awards, was launched by William Grant & Sons in 1999. In addition to traditional juniper infusion, Hendrick’s also includes Bulgarian rose and cucumber as flavourings. It comes bottled in an old fashioned dark brown bottle like you would find in Victorian chemists.

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