We get it, Hendrick's Gin is off-kilter. It has an unconventional vibe. And now, the "most unusual gin" does the unexpected, by adding a permanent bottle to its line-up (the brand currently has one absinthe and nine limited-edition gins). Christened "Another Hendrick's", this bouncing baby spirit can been seen as a spiritual twin of the staple Hendrick's Gin.
To whit, Hendrick's Gin has the cucumber- and rose-infused juniper, stored in a dark bottle bearing all the Victorian apothecary aesthetic. On the other hand, Another Hendrick's retains the signature cucumber and rose notes, and layers it with cacao and orange blossoms. It sits at 41.4 per cent ABV.
Hendrick's Master Distiller Lesley Gracie, came up with the idea of Another Hendrick's when she spent time at Hendrick's Gin Palace on Scotland's Ayrshire coast. There, surrounded by tropical botanical houses, Gracie developed an obsession with chocolate and flowers. "Another Hendrick’s is the complete opposite of what we’ve been doing for the past 25 years," Gracie says, "And the delectable combination of orange blossom and cacao beans is really rather unusual. After experimenting with different elements from the Hendrick’s Gin Palace’s tropical greenhouse, I discovered this brilliant profile featuring a depth of flavour, hint of sweetness, and lift of freshness that is completely distinctive."
Pushing the narrative of how Another Hendrick's is the counter to Hendrick's Gin, the former comes in a white variant (of course, it does) and is accompanied by a marketing campaign called "Anotherland" (of course, it does). Imagine Anotherland to be the "other side" of Hendrick's, and by extension, to the people who imbibe it.
To promote the campaign, Hendrick's appointed Alexis Sang as its new regional brand ambassador. Sang, who is based in Singapore, was originally from northern France. He sees Southeast Asia, where cultures, ideas and flavours continuously converge and evolve. "It’s not just about discovering a new gin," Alexis Sang says, "But about embracing the joy of curiosity and contrast, values that continue to shape the brand and how people across the region experience flavour."
To get you started, Hendrick's Global Brand Ambassador Charmaine Thio concocted Another Hendrick's Spritz. You have gin; apple juice; prosecco; soda; and cherry liqueur that gives the cocktail a hue of a pale, elegant rose. Furnished with cucumber, a cocktail cherry, and an orange twist, this is a libation for people who like their surprises well-mannered.
Another Hendrick's is available in selected on-premise and off-premise retailers. Every purchase nets you a chance to win a trip for two to the Hendrick's Gin Palace in Ayrshire, Scotland.
