Top drinks marketing campaigns and news stories: August

Hendrick’s Gin cleans up with laundrettes and ATMs for drinkers

(Photo: Jonathan Hordle/PA Wire)

Hendrick’s Gin has upped its own experimental marketing stakes with two pop-up gin experienced in London; one in a Shoreditch laundrette, and the other in a cash machine in London Bridge.

The brand, known for its Victorian-themed branding, held a pop-up called Lesley’s Laundrette in collaboration with design agency Space in August, as part of its ‘portals to the peculiar’ project. Hendrick’s describes the concept as an immersive experience designed to break-up the “drab daily grind”.

In a nod to its master distiller Lesley Gracie, the experience will take attendees to a “spectacular moment of whimsical oddity infused with rose and cucumber”. James Taylor, senior brand manager at Hendrick’s Gin, said: “This immersive experience allows us to bring the unusual Hendrick’s world to life and show how the brand and product really is different from its competition.

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