Hendrick’s has launched a brand new advocacy platform for 2025 called Origins of Originality.
"This year Hendrick’s will be doing something entirely new," says UK Brand Ambassador Luke Condell
"For years we have pioneered the esoteric and thrown the weirdest and wildest parties in the UK and whilst the brand world that Hendrick’s is built around will always be a big part of Hendrick’s it is time to focus back into what put us on the map originally – the liquid."
Hendrick’s has always behaved unusually, quite simply, because we are made unusually. Being the innovators of the first blended gin, and looking further afield to create a botanical make-up that many wouldn’t have dreamt of, has not often been our biggest focus when we speak about Hendrick’s but this year we’ll be looking exclusively at the liquid, highlighting just how delicious and versatile it can be and get it back in the hands of those that want to do something entirely different.
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This year Hendrick’s Gin will be partnering with some of the UK’s most exciting and creative chefs and restaurants to create an entirely new educational platform where 10 lucky candidates in the On Trade will be invited to take part in a year long drinks development program working with these chefs and restaurants.
"Each trip will immerse our candidates in a new understanding of ingredients, techniques, and seasonality," says Condell. "There will be 3 trips in total. 1 in Wales – where we will be working with Gareth Ward at 2 Michelin Star Ynyshir. 1 in Scotland where we will not only be working with another top restaurant but where they will also visit our iconic Gin Palace to get a better understanding of our wonderful liquid. Then, finally, 1 in London where we will have another exciting restaurant partner and a better chance to get to grips with some of the most innovative equipment in the bar world."
Hendrick’s will be seeking up and coming bartenders from across the UK to join, where they will use these once in lifetime learnings to create entirely new Hendrick’s drinks themselves, inspired by their journey and their bars which will live on candidates’ bars menus in 2026.
If this sounds like something you or your bar would like to get involved with – please get in contact with your local William Grant & Sons representative to discuss further.
Nominations are live now and the deadline will be closed by the end of March