Hendrick’s is launching a limited-edition gin inspired by the “magic of the sea”.
Called ‘Neptunia’, the drink combined Scottish coastal botanicals with “a smooth, bright citrus finish”, it said.
It was inspired by “the enchanting melody of the waves” experienced by Hendrick’s master distiller Lesley Gracie as she strolled the Ayshire coastline, the brand added.
The NPD rolled into Amazon, Clink and the on-trade today (rsp: £30/700ml).
It is the highest volume limited-edition rollout in the brand’s history and is being supported by a PR and social media campaign.
The drink encapsulated “that freeing feeling of the sea bottled in a gin – the wind in your hair and the salty sea breeze on your face”, said Gracie.
“You have that distinctive fresh character of coastal herbs, depth of flavour from the sea botanicals and an unmistakable clean, bright citrus finish that lifts and lightens in a round, refreshing way that makes it Hendrick’s”, she added.
Hendrick’s UK ambassador Sarah Berardi said: “Lesley is constantly pushing boundaries, captivating people by creating sensorially rich worlds with her gins.
“I’m looking forward to seeing how people experiment with this latest expression,” she added.
However, the launch comes after the brand’s sales fell by 4.5% to £19.1m last year, on volumes down 4% [NielsenIQ 52 w/e 11 September 2021].
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