Hendrick’s eyes global premium growth with new gin

Hendrick’s Gin has unveiled “Another Hendrick’s,” marking its first permanent portfolio addition in nearly a decade.

The launch signals a move to capture the next era of premium spirits growth by targeting a new generation of “gourmet” gin drinkers through highly unconventional flavour profiles.

While the brand has long been synonymous with its cucumber and rose infusion, the decision to bring a new permanent SKU to market is driven by three key objectives:

1. Solving the “cacao conundrum”

Master distiller Lesley Gracie developed the expression to tackle a creative gap in the market: the integration of cacao into gin. By blending orange blossom with decadent cacao beans, Hendrick’s is moving into “gourmet” territory, offering a silky, slightly sweet profile that contrasts with the crispness of its original flagship.

2. Driving cultural resonance and dynamism

For the trade, this is more than a simple line extension. Nora Torpey, Hendrick’s global brand managing director, explains that the release is designed to make the brand more “culturally resonant” and “dynamic.” By introducing a “dual personality” to the brand — symbolised by a striking white bottle — Hendrick’s aims to subvert category norms and maintain its leadership in the super-premium tier.

3. A unified global strategy

In a first for the brand, “Another Hendrick’s” is being launched simultaneously across all global markets. This unified rollout is intended to “supercharge” the brand’s presence and set the stage for a year of high-impact experiential events aimed at redefining the gin category for a younger, flavour-adventurous demographic.

“Another Hendrick’s is the complete opposite of what we’ve been doing for the past 25 years,” said Lesley Gracie. “I discovered this brilliant profile featuring a depth of flavour, hint of sweetness and lift of freshness that is completely distinctive.”

The serve strategy: the “Another Spritz”

To support the launch in the on-trade, Hendrick’s is introducing a new signature serve. The Another Hendrick’s Spritz — blending the gin with apple juice, prosecco, and a splash of cherry liqueur — is designed to highlight the citrus notes and cacao undertones, positioning the product as a vibrant, “rose-tinted” pre-dining option.

Retail & on-trade rollout:

Off-trade: launched in 408 Sainsbury’s stores (Feb 22) and Amazon (March 9).

On-trade: selected venues include Slug & Lettuce, Be At One, and The Lanesborough.