Hendricks becomes official gin for MCC at Lord’s cricket
Scottish gin brand Hendricks, which is owned by William Grant & Sons, has signed a three year partnership with the MCC to become the official gin at Lord’s cricket ground.
As part of the deal, a new Hendrick’s bar has been set up on the Nursery Ground, offering Hendrick’s Gin cocktails as well as gin and tonics, including the Hendrick’s Neptunia Fizz, which uses the brand’s latest gin, a limited-release gin flavoured with coastal botanicals and inspired by the Ayrshire coast that was launched in March. It will be also serving a Jubilee Cocktail over the bank holiday weekend.
At the first Test match of the summer on Thursday, the brand will be announcing the Hendrick’s GIN-terval during the match, to encourage the audience to refresh themselves with an icy gin cocktails being served at the Hendricks bar.
Ifan Jenkins, UK marketing director at William Grant & Sons, said the company was excited by the partnership.
“There has never been a better time for a delectable Hendrick’s cocktail than while sitting back and enjoying the summer of cricket at the iconic venue that is Lord’s. We’re looking forward to seeing fans and newcomers to the game immerse themselves in this new unusually refreshing cricket experience,” he said.
Andy Muggleton, commercial director at the MCC, said the aim was to ensure Members and visitors had an unforgettable day when they come to Lord’s, “enjoying the action on the field and the experience away from wicket”.
“We think the fit with Hendrick’s Gin is perfect for our customers and hope that they enjoy the GIN-terval breaks,” he said.
Last year the brand’s sales fell by 4.5% to £19.1m last year, on volumes down 4% [NielsenIQ 52 w/e 11 September 2021].