Hendrick's Gin
Intro
A second Hendrick's gin, but no favourites allowed
Overview
For its whole history, Hendrick's has been a one-bottle brand. Limited Cabinet of Curiosities releases come and go, but Hendrick's Original has always been the only permanent gin on the shelf.
In February 2026, William Grant & Sons changed that. Another Hendrick's pairs the signature rose and cucumber with orange blossom and cacao. It's the brand's first new permanent expression in nine years, and the first launch in its history to go live in every market at once. The Discover Your Another campaign positioned it as a second flagship, not a variant.
After three years working together on Monkey Shoulder, William Grant & Sons appointed us digital partner for the launch. They brought the positioning, campaign and key visuals. We designed and built the digital experience.
The challenge
Restructuring the site to features two heroes
The established Hendrick’s site was built for one bottle. The homepage, navigation, product pages and art direction all assumed a single hero. Drop a second permanent gin into that structure and it reads as a spin-off. Rebuild the site around the newcomer, and you demote Original, which is still the heart of the business.
So the creative brief was clear: give both gins equal standing on one site. Always Both, Always Equal. Neither gin is the hero.
Approach
Designing the ying yang of gin
We started with a two-week concept sprint, intended to push the boundaries of the brief and help the wider team to align on how far we could take the site and how best to bring the new BVI to life digitally. Once we had the creative idea in place, we storyboarded an entrance video, doubling up as an age gate, that quickly established the concept and helped bring the visitor into the new world of Hendrick’s.
The hero interaction when landing on the site splits the Hendrick’s world in half: Hendrick's Original on one side, Another Hendrick's on the other. The bottles angle slightly away from each other rather than tilting, so neither sits in the foreground. We originally designed the split to follow the cursor, then simplified it to three fixed states so it performs reliably on every device.
With everything in place, in January 2026, before the public launch, we put live a single, low-profile page introducing Another Hendrick's. It was designed to be found through search without drawing attention, so the product already had a presence online when the campaign broke.
The site runs on Next.js and TypeScript, with content in Contentful and hosting on Vercel. Country-level control of content and imagery sits in the CMS, which is what let a single build go live across every market on the same day.
The Outcome
Launching Another Hendrick's
The new site launched in March 2026, with Hendrick's Original and Another Hendrick's presented as equals in every market.
Visitors enter through the Gin Palace, pass the age and country gate along the way, and arrive on a homepage that gives both gins the same weight. Each has its own fully realised product page. The brand team controls the intro sequence page by page and manages market-specific content directly in the CMS.
We also cut the campaign sizzle reel from the same Gin Palace assets, built to the brand team's campaign principles: Always Both, Always Equal, Always Social.
Between May and July 2026, we designed and built five competition microsites across Singapore, Malaysia and the Philippines for the first wave of Another Hendrick's promotions. They run receipt-upload and quiz mechanics under three different regulatory regimes, on a competition platform we'd already built for William Grant & Sons.
What this means to you
When you launch a second flagship alongside an established one, the risk isn't that the new product goes unnoticed. It's that the site gives it attention at the expense of the product that already works.
The answer is to set the rule first, then design to it. Equal treatment, applied consistently from the homepage to the smallest label, with gating and market controls built in so one launch works everywhere.
That's what we built for Hendrick's. If you're facing something similar, we'd love to hear about it.
