Hendrick's Gin Stereoscope Theatre 'Goes Ape' in Sydney

William Grant & Sons (WGS), in conjunction with retail operator Nuance, surprises with another of its peculiar Hendrick's Gin activations - The “Stereoscope Theatre”. Striking this time at Sydney Airport starting from 3^rd of September till 30^th October, the vintage theatre setup aims to intrigue travellers with the story of Hendrick’s Gin, through rare, vintage Victorian stereoscopes.

Besides enjoying a vintage 3-dimensional theatre experience, travellers are served by ambassadors outfitted in vintage usherette costumes and custom snack trays, filled with popcorn and Hendrick’s G & Ts. The “Box Office Bar” at the Sydney theatre setup also surprises with a “sneak preview” of Monkey Shoulder Malt Whisky drinks so as to better cater to brown spirits drinkers.

In line with the Hendrick’s Stereoscope Theatre theme, Monkey Shoulder invites travellers to see things differently, demonstrating how a whisky can hold its own as an ultra-smooth Speyside malt yet versatile enough to be amazing when used in cocktails.

Says Scott Hamilton, APAC Director of Travel Retail for WGS; ‘ To maintain our leadership in the Single Malt and Premium Gin categories in travel retail, it is essential we constantly seek better retail experiences to drive footfall in the channel. With a larger space and greater leeway for brand activations, we were able to play up Hendrick’s Gin, together with Monkey Shoulder to cater to both white and brown spirit consumers with the best retail experience. We would like to thank Nuance and Sydney Airport for their support in making this possible."

Adds Kathryn Martin, Liquor Category Manager for Nuance:“William Grant & Sons have again demonstrated their excellence in instore activations through this dual brand execution for Hendrick’s Gin and Monkey Shoulder. Sales so far have been 25% above expectation and the offering of both white and brown spirit brands cater to two of our largest categories being Whisky and Gin. As with Hendrick’s Gin, the year on year growth has been strong and we see the same for the Monkey Shoulder in both the Australian Domestic and Duty Free market. “

ABOUT HENDRICK’S GIN

HENDRICK’S is a deliciously super premium gin, made with a number of unusual twists to deliver a most curious arrangement.  Unlike ordinary gins, HENDRICK’S is handcrafted in small batches using a two still process to bath and steam the 11 constituent botanicals. Only HENDRICK’S is made with infusions of cucumber and rose petals, producing a wonderfully refreshing gin with a delightfully floral aroma. HENDRICK’S is the only gin made in a combination of a Carter-Head and copper pot still, creating a divinely smooth gin with both character and balance of subtle flavours.  www.hendricksgin.com

ABOUT MONKEY SHOULDER

Monkey Shoulder is an affectionate tribute to the malt-men of yore in recognition of the times they suffered for their art. The brand name refers to a temporary injury suffered by the malt-men when turning the barley by hand. Whilst our malt-men are among the few who still turn the barley manually, working conditions are now such that fortunately the injury has been consigned to the past. Monkey Shoulder’s unique taste is the result of a careful blending of three single malt whiskies distilled in the heart of malt whisky country, Speyside. Unlike traditional blends, Monkey Shoulder only uses single malt from three Speyside distilleries, resulting in a richer blended malt of exceptional smoothness.

http://www.monkeyshoulder.com/