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Hendrick's Dreamscape pack has free teacup

William Grant & Sons UK has given its Hendrick’s gin a new gift pack.

Called Dreamscape, the pack contains one of the brand’s signature tea cups. The sets will be available in the grocery and convenience and specialist channels from this month.

The new pack, designed by Here Design and produced by Chesapeake, was developed to meet the demand for greater added value from premium brands, the company says. With this in mind, the standard 70cl bottle has been packaged with a free tea cup in the classic Hendrick’s style and ‘dream themed’ serve suggestions from the gin’s UK brand ambassador, Duncan McRae.

Senior brand manager at William Grant & Sons UK, James O’Connor comments: “Consumer interest in premium gin is at an all-time high and as a result, retailers are giving the category more space on shelf to capitalise on the opportunity.  We create unique packs for our loyal fan base, at the same time attracting the attention of new drinkers to the category. The pack is retailed at the usual RRP of £28.09 and so delivers the added value shoppers are looking for while ensuring we maintain the premium look and feel that sets Hendrick’s apart from its competitors.

“Gifting is hugely important to consumers and we know that alcohol is the most gifted category in the UK. Spirits play a key role in this and the new Hendrick’s Dreamscape pack is special as we believe consumers will treat themselves to it as well as their loved ones.   As a year round opportunity for retailers, gifting is key to driving profits in the off-trade, particularly in the independent sector.”

According to IWSR data, Hendrick’s continues to outperform the premium gin category, up 22% vs. 12% respectively.

11 August 2014 - Felicity Murray The Drinks Report, editor