Hendrick’s gin brings Barbers Chair activation to Chicago O’Hare

The peculiar world of Hendrick’s Gin is creating a stir at Chicago O’Hare airport where William Grant & Sons Global Travel Retail has teamed up with Dufry to create a high profile activation designed to interact directly with travellers.

The Hendrick’s Barbers Chair is an impactful and dynamic display which recreates a Victorian shop environment and uses hostesses dressed in traditional uniforms to engage directly with travellers in an amusing fashion.

The promotion starts with hostesses handing out open appointment cards to direct footfall towards the promotional area, where a hostess wearing a sandwich board and the host Barber named ‘Hendricks’

(wearing a red/white striped apron, white dress shirt, red bow tie, silver shirt and sporting a moustache) invites travellers to sit on the Barber’s chair.

Hendricks makes the guest feel comfortable and a bib on the client. They engage in typical

Barber/Customer conversation, initiated by Hendricks who delivers it old Victorian speak. Eg: ‘My dear fellow, you seem like a most travelled gentleman. What brings you to Chicago?’

Hendricks then moves the conversation around to Hendrick’s Gin with a phrase such as: ‘Hendrick’s Gin is an astoundingly fast growing boutique Gin, distilled in Scotland. It contains a fantastically unusual flavour note combination of cucumber and rose.’ Hendricks also mentions the other botanicals & points to the labels on the drawers of the unit as a visual cue.

Hendricks then begins to theatrically prepare a perfect serve of gin for his client, filling a teacup with ice from the wash basin and sharpening his cut-throat razor on the leather strap which is hanging from the Barber’s chair. He then prepares a garnish by slicing it with his razor before serving his client with the drink.

Finally, Hendricks asks his client to choose a moustache from the bell jar using a phrase such as:

‘After all I am a Barber and I couldn’t let you leave without you looking at your best. Which of these moustaches styles is to your liking?’ After application, Hendricks whips off the bib before turning the

chair around to face the group and standing proudly next to his client, complete with moustache , for a photo opportunity.

The promotion will run until the end of November and, says Jose Castellvi, WGS Regional Director for Latin America: ‘This is the first time that we have created such a theatrical activation in Chicago O’Hare airport for Hendrick’s Gin and we’re very excited about it. Dufry has really embraced the concept full on and have been very supportive to the idea.

‘The beauty of this promotion is that invites travellers to actually spend some time with us in an entertaining and amusing way. By driving theatre into the store, we are keen to not only benefit sales of Hendrick’s but of the whole liquor category.’

Group photo shows L-R:

Jessica DeOliveira, US Hendrick’s Brand Ambassador (WGS); Jose Castellvi, Regional Director, Latam and Caribbean (WGS); Sinja Lee, Operations Manager, Dufry; Kum Cheng, Dufry; Samuel Poh Leung, General Manager, Dufry

Ends

Press enquiries: Rowena Holland, Essential Communications

Tel: +44 (0)208 405 8109Fax: +44 (0) 208 405 0330

Mobile: +44 (0) 7710 219784

Email: row@essentialcommunications.org

Notes to Editor

About William Grant & Sons

• William Grant & Sons, Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1886. Today, the luxury spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s favourite single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch Grant’s® as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry®, Milagro® Tequila and, most recently, Tullamore Dew Irish Whiskey.

November 2012