INTERNATIONAL. William Grant & Sons has unveiled sunset-inspired activations to highlight the travel retail-exclusive Hendrick’s Sunspell Gin.
The ‘Magic of Sunset’ campaign was launched in March at London Heathrow, Singapore Changi and Sydney airports, and will roll out in the coming months at Dubai International, New York John F. Kennedy International and Amsterdam Airport Schiphol.
As reported, the limited-edition Sunspell gin was unveiled during the TFWA World Exhibition in Cannes last year.
The expression is inspired by the sunset behind Ailsa Craig Island, located off the South Ayrshire coast of Scotland, which captivated Hendrick’s Master Distiller Lesley Gracie.
William Grant & Sons has designed immersive pop-ups to drive engagement, blending storytelling and theatre in a multi-sensory experience. Travellers walk into a desert night-inspired setting to discover Hendrick’s Sunspell, immersed in warm hues of the ‘magic hour’.
The pop-up at Schiphol, created by London-based creative agency Space UK, features an animated sun that interacts with visitors as they explore the stand.
Passengers can sample a complimentary Sunspell & Tonic, served by brand ambassadors who delve into the story behind Hendrick’s latest release.
A central feature is the ‘Sunset Mesmeriser’, which displays sunsets from around the world, including the Alps and the Indian Ocean, paired with ambient sounds.
The Scent Station educates passengers about the spices and citrus botanicals in Hendrick’s Sunspell, culminating with the signature cucumber and rose infusion.
The Sunspell Aura Orb offers readings inspired by sunsets, which passengers can capture via a QR code as a digital keepsake. Gifts with purchase include sunglasses with pink or orange lenses, along with an exclusive gift bag for every Sunspell bottle.
William Grant & Sons Head of Marketing Global Travel Retail Gwilym Cooke said, “There is no denying that this eye-catching Magic of Sunset campaign can stop travelling consumers in their tracks. 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 – 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 flavour 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 universe lends itself beautifully to high-profile, engaging activations, and Sunspell is no exception. With its vivid colours and enchanting concept, it captures the wonder and delight that define the Hendrick’s world.”
Schiphol Group Key Account Manager Judith Klein remarked, “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.” ✈
