Hendrick's circus appears in travel retail

William Grant & Sons has rejuvenated the idea of the ‘travelling circus’ for Hendrick’s Gin. Throughout January and February, the world premiere takes place of the Hendrick’s Marvellous Miniature Circus in Changi Airport Terminal 2 Departures Central Mix Bar. 

Here, invisible trapeze artists, illusionist zoetropes, flying cucumber-knifes and contortionists of all sizes, help travellers leave more curious than when they arrived. 

“It would not be the Hendrick’s Marvellous Miniature Circus if it was just any humdrum brand circus. Our ringmaster interviewed 399 sword swallowers, tested 201 knife throwers personally before forming a troupe of great eccentricity and individuality. Rather than cracking the discount whip, an interactive circus would have far more travellers making a beeline for the marquee to seek a daily dose of curiosity and peculiar refinement,” says WGS Asia-Pacific travel retail director Scott Hamilton. 

All passengers are invited to step into the marquee and take a peek into the amazing Hendrick’s Zoetrope. As they witness the fascinating story of gin and cucumber unfold, cucumber cannonballs and cucumber knife throwing acts leave them intrigued. The interaction continues as the ringmaster pours everyone a bespoke Hendrick’s Gin circus cocktail. 

Says Parker Gundersen, general manager of DFS Singapore: “Our Mix-It Experiences are one of DFS’ key strategies for engaging customers at Changi Airport. To remain relevant to travellers, we need to constantly elevate the experience and surprise them with something they’ve never seen before. The Hendrick’s Marvelous Miniature Circus is an excellent example of the creativity we like to showcase at Changi, and we truly appreciate the energy and passion that the team from William Grant & Sons has put into making this promotion a reality. The playful theme and décor, professionally-trained bartenders, and incredible menu of cocktails, gives our customers an entertaining experience they will surely remember and share with their friends. Importantly, it also gives us an opportunity to build a stronger relationship with customers and provide greater education about Hendrick’s Gin and the art of cocktail-

making, one of the fastest growing trends in Asia.”

27 January 2014 - Felicity Murray The Drinks Report, editor