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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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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