Hendrick’s shows how a small brand can bring big personality to World Duty Free

The focus for Hendrick’s in travel retail continues to centre on the “sublimely abnormal” in terms of show-stopping promotions, fun packaging and quirky theatre that is surprising and intelligently unusual

Travel-themed graphics and quotes from Picasso adorn the walls and the Hendrick’s Bath Tub. The brand states, “there is nothing standard about Hendrick’s; nothing ordinary. Peculiarness is crucial to its very being and that’s what makes it so exciting for the airport environment.”

The space is also used to launch a new ritual led gift pack concept, combining a bottle of Hendrick’s gin with a fine bone-china teacup.

Key Learning: A prime example that consumers are seeking a more intelligent and challenging approach to retail. A strong point of view and consideration of arts and great thinkers elevates the brand above the other premium spirits at Duty Free