Hendrick’s Gin has launched a series of immersive sunset-inspired airport activations to celebrate its new travel retail exclusive, Hendrick’s Sunspell Gin.
The campaign debuted in March at several international hubs including London Heathrow, Singapore and Sydney airports. Additional locations including Dubai, New York JFK and a showcase pop-up at Amsterdam Schiphol will follow in the coming months.
Master Distiller Lesley Gracie officially unveiled the latest addition to the Hendrick’s Cabinet of Curiosities at the TFWA World Exhibition 2024. The new expression, Hendrick’s Sunspell, draws inspiration from the sunset behind Scotland’s mystical Ailsa Craig island on the South Ayrshire coast.
What Will Whisky Look Like in 2027? Voices from Whisky Live Paris
READ THE STORYImmersive Experiences Across Global Airports
The activations blend storytelling and theatrical elements to create multi-sensory experiences for travelers. Visitors are welcomed into desert nights-inspired settings that showcase the warm hues and beauty of “Magic hour” that inspired the limited-edition gin.
At Amsterdam Schiphol, a month-long pop-up created by London-based creative Agency Space UK began April 1. The installation features a large, whimsical animated sun with an interactive gaze that follows visitors exploring the stand.
Travelers can enjoy complimentary Sunspell & Tonic samples served by brand ambassadors who share the story behind the new expression. The experience includes a “Sunset Mesmeriser” showcasing breathtaking sunsets from around the world, from Alpine peaks to Indian Ocean shores, accompanied by matching sounds.
Trending Content
“There is no denying that this eye-catching Magic of Sunset campaign can stop travelling consumers in their tracks,” said Gwilym Cooke, William Grant & Sons’ Head of Marketing GTR. “It encourages interaction and engagement with a touch of theatre and offers the all-important Sunspell tasting.”
The activation includes a Scent Station educating passengers about the warm citrus botanicals and spices used in Sunspell, culminating with Hendrick’s signature cucumber and rose infusion.
A “Sunset Aura Orb” provides personalized Sunspell aura readings inspired by sunset energy. Travelers can capture these readings via QR code as a digital souvenir.
Hendrick’s Sunspell
Created by Master Distiller Lesley Gracie, Hendrick’s Sunspell features warm citrus botanicals and harmonious spices, finished with Hendrick’s signature cucumber and rose infusion.
Customers who purchase a bottle receive stylish sunglasses in sunset-inspired colors with either pink or orange lenses, designed to complement a Sunspell & Tonic at “Magic hour.” An exclusive gift bag is also included with each purchase.
Step Into The World of Hendrick’s
“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,” Cooke added. “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 colours and enchanting concept, it captures the wonder, and delight that define the Hendrick’s world.”
Judith Klein, Key Account Manager at Schiphol Media, noted: “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.”
