Name:  Created by a well-known whiskey distiller Charles Gordon who was in the employment of William Grant & Sons, and due to his recognisable name in whiskey; the gin had to have its own unique name. The mother of Mr Gordon suggested the gin be named Hendrick, after the gardener who tended her rose garden with peculiar love and devotion.

Branding: Old Victorian Apothecary bottle style. Whimsy, eccentric and a touch of steam punk.

Marketing: “Voyages into the unusual” The marketing of Hendricks has taken on the angle of appealing to a younger harder to reach audience. Taking this unusual stance on gin branding, the vintage steam punk style, mixed with Terry Gilliams original monty python animation has given Hendricks a unique identity. The style promotes curiosity alongside a sense of sophistication, making those younger hipster heads turn.

More information: http://www.ginfoundry.com/gin/hendricks-gin//

Other Sources: http://www.thespiritsbusiness.com/2014/10/hendricks-a-brand-history/

http://www.fastcompany.com/3039481/then-and-now/how-one-brand-hunted-cool-young-consumers-and-captured-them/3