Hendrick’s Gin celebrates travel-retail exclusive Hendrick’s Sunspell
Hendrick's Sunspell Gin claims center stage at Amsterdam Schiphol
Hendrick’s Gin has unveiled a new series of sunset-inspired activations celebrating the launch of travel retail exclusive Hendrick’s Sunspell Gin.
The campaign debuted in March at a number of airports worldwide – including London Heathrow, Singapore and Sydney – with its magic set to unfold over the coming months in several others including Dubai, New York JFK and in an all-star immersive pop-up at Amsterdam Schiphol.
The latest travel retail-exclusive addition to the Hendrick’s Cabinet of Curiosities was officially unveiled by Master Distiller, Lesley Gracie, at the TFWA World Exhibition 2024, launching globally shortly afterwards. Inspired by the spectacular sunset behind the mystical island of Ailsa Craig, on the South Ayrshire coast of Scotland, the captivating story behind Hendrick’s Sunspell will be revealed to adult adventurers traveling through key airports worldwide, drawing them in to the magic of the sunset and all the feelings it evokes.
Every touchpoint of this Magic of Sunset experience is designed to engage travelers, bringing this bright, citrus forward gin, and its inspiration, to life
Designed to ignite curiosity and spark engagement, each immersive activation blends storytelling and theatre in a multi-sensory experience. Guests are invited into an enchanting desert nights-inspired setting to discover the newest Hendrick’s expression, immersing them in the warm hues, hypnotic charm, and ephemeral beauty of ‘Magic’ hour – the very essence that inspired this remarkable limited-edition gin.
At Amsterdam Schiphol, a month-long pop-up, created and produced by London-based creative Agency Space UK, claims center stage from April 1. The eye-catching installation features a whimsical, larger-than-life animated sun, its interactive gaze mystically overlooking visitors as they explore the stand. Guests can taste a complimentary Sunspell & Tonic, served by expert brand ambassadors who unravel the enchanting tale of Sunspell, and ‘a sunset so gorgeous you can almost taste it.’
Enhancing the experience, the Sunset Mesmerizer invites guests to step into ‘Magic’ hour. The display showcases a selection of the most breathtaking sunsets from across the globe, from the peaks of the Alps to the shores of the Indian Ocean, and the ethereal sounds that go along with them.
The Scent Station educates passengers on the harmonious spices and warm citrus botanicals used in Hendrick’s Sunspell, taking them on an aromatic journey that ends with the all-important, signature cucumber and rose infusion. Meanwhile, just like monthly horoscopes, the Sunset Aura Orb provides Sunspell aura readings, inspired by the power of the sunset. The readings can be captured by travelers forever via a QR code, creating a charming digital takeaway for every journey.
The Hendrick's Sunspell campaign debuted in March at a number of airports worldwide
To complete the unforgettable shopping experience, Hendrick’s Gin offers each customer who makes a purchase a pair of stylish sunglasses to wear at any future magical sunsets they may encounter. Offered in two sunset-inspired colors with either pink or orange lenses, the glasses pair perfectly with a curious Sunspell & Tonic at ‘Magic’ hour. An exclusive gift bag is also offered with every bottle purchased.
William Grant & Sons’ Head of Marketing GTR, Gwilym Cooke highlighted the brand’s commitment to innovation in travel retail. “There is no denying that this eye-catching Magic of Sunset campaign can stop travelling consumers in their tracks,” he said.
“It encourages interaction and engagement with a touch of theatre and offers the all-important Sunspell tasting. We believe there is significant potential to increase conversion in the global travel retail market by addressing shoppers’ demand for new products from trusted brands and offering a travel retail exclusive is one of the top drivers of purchase. Our goal is to deliver a story-led gin with an intriguing flavor that is undeniably Hendrick’s, a perfect addition to the Cabinet of Curiosities.
“This is also the perfect opportunity for us to collaborate closely with our partners on immersive brand experiences. Hendrick’s Gin’s universe lends itself beautifully to high-profile, engaging activations, and Sunspell is no exception. With its vivid colors and enchanting concept, it captures the wonder, and delight that define the Hendrick’s world.”
Judith Klein, Key Account Manager at Schiphol Media, added, “We are proud to welcome Hendrick’s Sunspell Gin to Schiphol. Few brands create such imaginative and immersive experiences. It is a fitting match for the spirit of travel, and we are grateful to bring a touch of this magic to our passengers’ journey.”
