Published Date

November 14, 2019

On the announcement by William Grant & Sons that its Hendrick's gin brand is launching an absinthe in the UK;

Olly Wehring, Drinks Editor at GlobalData, a leading data and analytics company, provides his view:

“In its 20th year, Hendrick's is breaking out of its comfort zone, adding an absinthe expression to the gin stable. The move isn't as bold as it looks, though. Nor does it suggest dissatisfaction with the performance of the gin brand on William Grant's part.

“Hendrick's has been a remarkable success story for the UK-headquartered group. More recently, as the gin boom has taken hold, the brand continues to hold its own among newcomers, refreshing it’s offering this year through the addition of extensions such as Midsummer Solstice and Amazonia this year.

“Had William Grant launched a Hendrick's vodka, for example, then William Grant could be justifiably accused of panicking. A niche product such as an absinthe, however, suggests fun is being had rather than alarm bells being heard.

"Besides, with its 'Victorian-esque' positioning, Hendrick's works far better in absinthe than, say, Tequila."