In Copenhagen, customers visiting the Tax Free by Heinemann store during the month of August were treated to a Hendrick’s Gin Oscillating Sensory Helmet (G.O.S.H.) hair salon experience. Shoppers had the opportunity to immerse themselves in the unusual world of Hendrick’s gin by sitting under the G.O.S.H. hair salon machine, which emits a cucumber and rose flavoured dry mist for a surreal sensory experience.
Travellers were also asked to sign an indemnity waiver form, in the form of a participation scroll which they could keep after the experience. They were also offered a Hendrick’s cocktail following their “ordeal” to recover from the event.
Meanwhile, until October 6 customers at Berlin Schönefeld airport will have the chance to undergo a full-on G.O.S.H. experiment. After signing the waiver document and putting their lives in the hands of well-trained scientific experts, customers can experience the distinct delights of having a cloud of gin and tonic swirling around their heads.
Hendrick’s cocktails and a souvenir certificate of survival are offered to those brave enough to take part in the experiment, while shoppers who purchase any product from the brand will receive a gift. Sales of Hendrick’s at the location increased by over 400% in the month of August alone.
William Grant & Sons director Europe travel retail Andre de Almeida said: “The Hendrick’s G.O.S.H. experience highlights William Grant & Sons’ drive to bring brands to life in the travel retail channel, engaging consumers by creating theatre and producing great sales results. We are thankful for a great partnership with Gebr Heinemann in the region, which allows us to be creative and disruptive in a good way.”
Rüdiger Stelkens, Purchase Director LTC at Gebr Heinemann, added: “Our goal is to make the experience passengers have when coming through our shops an enjoyable one and we can always trust William Grant & Sons will provide us with interesting and interactive ways of doing that. Hendrick’s activations are fun and push boundaries in the travel retail channel, and we are very happy with the results so far.”
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
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