William Grant & Sons-owned Hendrick’s gin has introduced a novel way to encourage travellers through Singapore Changi Airport to sample and purchase its product.
The Hendrick’s Barber Shop at the Terminal 3 Transit hall highlights the super-premium gin and offers the “ultimate grooming service” for travellers sporting moustaches. And for those travellers without moustaches, the barber shop offers a variety of stick-on styles.
The innovative promotion began in November 2012 and will run until the end of December.
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The Hendrick’s Barber Shop promotion began last month and will run until the end of December |
William Grant & Sons Asia-Pacific Travel Retail Director Scott Hamilton said: “”˜At Hendrick’s, we celebrate the eccentricity, individuality and, dare-we-say madcap nature imbued by our gin. For travellers, their dream moustache, daily dose of curiosity and peculiar refinement, Hendrick’s provides the perfect solution.
“We were initially apprehensive of Asian travellers, who are relatively shy, not subscribing to our highly interactive way of brand immersion and unusual way of driving footfall to store. But so far, we have had a high level of participation from all nationalities. Current sales of Hendrick’s gin at the barber shop have been phenomenal and we see Hendrick’s gin paving the way for more excitement in travel retail globally,” he added.
To celebrate the launch of the Hendrick’s Barber Shop, William Grant is also hosting a number of unusual and entertaining games at the airport, including “˜The Man-on-wire’, in which customers navigate the trimming scissors across the moustache wire and win a prize; and “˜The Fishing game’ with competitors fishing with a shower-head fishing rod to win.