Give industry tastemakers a compelling reason to explore Another Gin while strengthening Hendrick’s trade relationships.
Create an immersive experience where acclaimed bar teams brought Another Gin to life through theatrical storytelling and progressive product reveals.
Tales of the Cocktail brings together some of the industry’s most influential bartenders, making it a high-value but highly competitive environment for introducing a new spirit. Hendrick’s needed to make Another Gin stand out amid constant brand activity, translating attention into meaningful product trial while creating an experience distinctive enough to strengthen relationships with the trade.
Product Trial
Trade Engagement
Brand Storytelling
Guided Discovery
Surprise Moments
Community Building
The activation converted 34% of passing foot traffic into attendees, transforming convention visibility into meaningful engagement with Hendrick’s Another Gin. By making discovery part of the product trial through story rather than presentation, the experience gave industry guests a reason to engage more deeply with the new expression while reinforcing Hendrick’s connection to the trade community.
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