Hendrick’s Gin Lures Consumers into an Enchanted Forest - Event Marketer

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Hendrick’s Gin Lures Consumers into an Enchanted Forest

Hendrick’s Gin created an enchanted forest in San Francisco and New York to evoke the uniqueness of its product, which unlike traditional gin that’s infused only with juniper, also contains rose and cucumber. The forest environment tapped into the whimsical and curious heritage of the Scotland based-brand (sold in an apothecary-style bottle) with all sorts of oddities, like an oversized mushroom garden, waterfalls, fairies and snow.

The Enchanted Forest of Curiosities in San Francisco was held on Dec. 6 in the SoMa neighborhood for three nights with a snow-filled indoor woodland scene, complete with fresh moss, chopped tree trunks for seats and twinkling fireflies. Guests were treated to a 1920s vibe provided by ukulele-led band The Frisky Frolics, as well specialty Hendrick’s cocktails. Punch was served by a Bearded Lady out of a wishing well. There were also sword swallowers, contortionists, a shovel player and a large-scale seesaw.

The New York event was held in Williamsburg, Brooklyn, on Dec. 13. Guests were treated to aerialist performances, novelty jugglers, life-size murals, a tree trunk bar, an oversized mushroom garden and a gigantic waterfall filled with cucumber slices and rose petals. The three-night event included a 25-person foraged food dinner for winners of a contest run by Edible NY and Edible Brooklyn to celebrate the new Edible Brooklyn cookbook.

Guests to both events were selected through hendricksgin.com, unusualtimes.net and a partnership with Thrillist. “We developed the Enchanted Forest of Curiosities event series as a unique way of inviting consumers to experience the wonderful world of Hendrick’s in an unusual and unforgettable way,” Joanne Birkitt, brand manager at Hendrick’s Gin, told Buzz. “It is of the utmost importance to us that Hendrick’s cocktails are experienced in a setting that truly reflects the brand’s unique essence.”

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