September 12 2023  |  Spirits & Tobacco

Showcasing signature cucumber scent, Hendrick's Gin introduces gin perfumery at CDG

By Hibah Noor

Brand owner William Grant & Sons has partnered with Lagardère Travel Retail to entice traveling consumers with a 29-square-meter pop-up at Paris Charles de Gaulle Airport; the activation features its iconic "Eau de Cucumber" signature scent and follows the debut of the perfumery in Frankfurt last month

Showcasing it edible cucumber scent, Hendrick’s Gin has launched the Hendrick’s Gin Perfumery at Paris Charles de Gaulle Airport. Brand owner William Grant & Sons has partnered with Lagardère Travel Retail to entice traveling consumers with a refreshing 29-square-meter pop-up at the airport’s Terminal 2E, Gate M.

Created by London-based creative agency Space, the activation brings its iconic “Eau de Cucumber” scented cocktail garnish to Paris, following the debut of the first Hendrick’s Gin Perfumery at Frankfurt Airport last month. It is exclusive to travel retail and will run until October 9.

The Hendrick’s Gin Perfumery takes the company's obsession with the cucumber to new heights, featuring a bespoke perfume for its gin that brings even more cucumber flavor and refreshment to a Hendrick’s & Tonic. Simply put, it’s a perfume for gin.

Travelers will be able to “nose the novel fragrance,” which was developed in collaboration with global brand ambassador Ally Martin. They will also be encouraged to sample it as a spritz over a Hendrick’s Gin & Tonic, carefully mixed by brand ambassadors at the pop-up’s cucumber shaped Spritz Carousel.

The most striking element of the activation is a giant Eau de Cucumber atomiser, designed to catch the interest of passing travelers – and like the rest of the space provide fun photo moments.

The story wall – with Hendrick’s signature surrealist flourishes – is another feature of the experience. The wall encourages further consumer engagement, as travelers can "feed cucumbers into portholes on the wall" and watch the peculiar way in which Hendrick’s cocktails are made in order to recreate the them at home. They are also invited to pick up a phone to hear what the fragrance sounds like at the pop-ups's “Answering the Call of the Unnecessary” station.

The perfumery also shows off an intricately designed Victorian shop window. Taking inspiration from prolific perfume department stores of the era, the display highlights an impressive array of Hendrick’s cucumber paraphernalia. Highlighted products include Hendrick’s Original, its hero gin created from eleven fine botanicals, and Hendrick’s Amazonia, the brand’s most exotic release, with fresh vibrant notes characteristic of native jungle flora finely accentuating Hendrick’s signature rose and cucumber combination.

“Following a very successful first launch at Frankfurt Airport in August, we’re delighted to bring the Hendricks Gin Perfumery to consumers traveling through Paris CDG. The brand is well-known and admired as a colourful and imaginative disruptor in the gin category in travel retail and The Hendrick’s Gin Perfumery is the latest example of the brand’s delightful idiosyncratic touch to the business.

“The Perfumery not only provides stressed travelers with some relaxing fun and a moment of refreshment, but it also offers an informative angle, pointing out that Hendrick’s lives up to its ‘curious’ title. The gin is oddly infused with rose and cucumber, a key point of differentiation for the brand in the crowded gin category,” said Rufus Parkinson, Global Travel Retail’s Regional Director for Europe and Americas at William Grant & Sons.

“This outstanding activation underlines the strength and nature of our long partnership with William Grant & Sons, and Hendrick’s Gin. It has all the elements required to drive footfall fall to our stores and to ensure that traveling consumers are treated to something special. This is not just an activation; it’s also an experience, one that is exclusive to travel retail and sure to delight not just gin enthusiasts.

“Considering all the elements, the Hendrick’s Gin Perfumery is sure to offer our traveling consumers an unforgettable experience and that is exactly what we aim to do,” added Victoire Gueugnier, Merchant Beverage Director at Lagardère Travel Retail.

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