Steely Fox created a global events series, the Hendrick’s Perilous Botanical Quest, based on master distiller Lesley Gracie’s venture into Venezuela’s Guiana Highlands for a new botanical to create a special batch of gin.
Bartenders were sent Amazonian drinking vessels before being taken to a botanical garden-style venue. At the event, Gracie told the story of the limited-edition gin Kanaracuni, before guests watched a film of the expedition and ate insects and ‘foreign’ foods.
They took part in rituals, wore feather headdresses and handled snakes, lizards and scorpions.
Of the 21 events in 13 countries so far for 400-plus bartenders, Hendrick’s Gin has generated 73 pieces of media coverage with a reach of 87.4 million.
The brand has seen a 25% year-on-year increase in volume sales, and its super-premium gin value growth has risen from 3% in 2009 to 10% in 2014.
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