‘Relaxing Fun for Stressed Travellers’: Hendrick’s Gin Perfumery Takes Flight at Germany’s Largest Airport

This summer, a voyage for the senses takes flight at Germany’s largest airport. (Photo: Agency Space)

William Grant & Sons, owner of Hendrick’s Gin, has launched the first-ever Hendrick’s Gin Perfumery in Frankfurt Airport’s Terminal 1. 

In partnership with Gebr. Heinemann and Frankfurt Airport Media, as well as U.K.-based creative firm Agency Space, Hendrick’s Gin Perfumery represents an innovative new venture into travel retail for Grant & Sons. The pop-up shop aims to highlight one of Hendrick’s unsung botanical heroes, cucumber, with the creation of an “edible cucumber scent and cocktail garnish called ‘Eau de Cucumber,’” per Agency Space’s press release.

The Perfumery showcases a Spritz Carousel, where curious customers will be able to sample a signature Hendrick’s Gin & Tonic adorned with Eau de Cucumber. If this simply isn’t enough cucumber for you, you’ll be glad to know that the pop-up shop’s crown jewel is a giant atomizer that diffuses the scent, making the space a refreshing and all-encompassing cucumber scene.

(Photo: Agency Space)

After a taste of the spritzed G&T, the next stop to check out is Hendrick’s interactive story wall. Guests are invited to feed a cucumber into an opening, and in return are able to peek through peepholes to watch videos showing the process behind the scent’s creation.

(Photo: Agency Space)

In detailing Hendrick’s’ flare for the unorthodox, Rufus Parkinson of William Grant & Sons added: “The Hendrick’s Gin Perfumery is the latest example of how Hendrick’s is able to disrupt the gin category in travel retail in its own delightfully idiosyncratic way.”

“On one level, the Perfumery will provide some relaxing fun for stressed travellers. On another, the activation has a more informative angle – to alert gin drinkers to the fact that Hendrick’s is oddly infused with rose and cucumber, which is a key point of differentiation for the brand in the crowded gin category.”

(Photo: Agency Space)

Fortunately for travelers, the cucumber movement is only growing — an additional Hendrick’s pop-up Perfumery will launch at Paris’ Charles de Gaulle airport later this summer.

Hendrick’s is no stranger to innovative marketing. Previously, we’ve covered its launch of Chat G&T, a chatbot run by a university student named Elliot, who did his best to address questions and quandaries aided only by his brain and a Hendrick’s Gin & Tonic.

This past February, the Scottish brand also unveiled plans to transport lucky imbibers to the “Big Game” via its flying cucumber blimp.

Check out our review of Hendrick’s Gin here.

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