William Grant & Sons has launched Another Hendrick’s, the first new permanent expression added to the gin brand’s portfolio in nine years. Another Hendrick’s is the only innovation in the brand’s history to be launched globally across all markets.
The expression is already available in key airport locations around the world.
Another Hendrick’s is an evolution of the brand’s distinctive house style, retaining its signature rose and cucumber infusion while introducing layered orange blossom and cacao notes.
Presented in a striking white bottle, the 44% ABV gin is positioned as a brighter interpretation of the Hendrick’s character.
“Hendrick’s has always been a brand that leads with creativity and originality, subverting category norms and conventions as a matter of course,” said Hendrick’s Global Brand Managing Director Nora Torpey.
“The release of Another Hendrick’s supercharges this and is far more than a line extension. By releasing ‘another’ side of ourselves, we make Hendrick’s more dynamic, more culturally resonant and more powerfully positioned to lead the next era of premium spirits growth.”
The expression was developed by Master Distiller Lesley Gracie, who drew inspiration from her long-held affinity for chocolate and florals, as well as from the hothouses at the Hendrick’s Gin Palace in Girvan.
The inclusion of cacao, an ingredient rarely used in gin, is a key differentiator. To balance the unexpected flavour, Gracie layered velvety cacao notes with bright citrus elements to deliver a smooth, rounded finish.
“Another Hendrick’s is the complete opposite of what we’ve been doing for the past 25 years, and the delectable combination of orange blossom and cacao beans is really rather unusual,” said Gracie.
“As a spirit with endless possibilities, I wanted to find a way to combine two of my favourite things in a way that felt authentic to Hendrick’s. After experimenting with different elements from the Hendrick’s Gin Palace’s tropical greenhouse, I discovered this brilliant profile featuring a depth of flavour, hint of sweetness and lift of freshness that is completely distinctive.”
According to the company, Another Hendrick’s seeks to reinterpret the core qualities of the original. It was designed to appeal to a new generation of gin consumers while remaining recognisably Hendrick’s in flavour profile and aesthetic.
The launch signals the start of what the company describes as an “extraordinary year ahead”, supported by a programme of experiential activations designed to further elevate the brand’s presence. ✈
