William Grant & Sons And All Things Gin.
The Gwilym Cooke Interview Part 2

Introduction by: Peter Marshall

A very happy New Year everyone! I am very pleased to kick off the new year featuring this second half of the interview with Gwilym Cooke, Head of Brand Marketing, Global Travel Retail at William Grant & Sons. This 7 minute video focuses on Hendrick’s Gin and Silent Pool. For Hendrick’s, post Covid, it’s all about bringing it back to its creative best, reflecting the brand’s fun element as well as offering brand new discoveries for travelling passengers with the introduction of Hendrick’s Cabinet of Curiosities and the launch of Hendrick’s Sunspell Gin, a travel retail exclusive. As for activations, watch out for the Hendrick’s watering can – yes, watering can – promotion this coming April. Expect to be surprised and delighted.

So, if Hendrick’s is doing its ‘reactivated’ number in the Super Premium Gin category, what’s the fit with Silent Pool sitting in the Ultra Premium Gin category? Well, it clearly broadens the portfolio and has a distinctively different tone of voice and brand positioning. It’s perfectly complementary to Hendrick’s and, as you will hear from Gwilym, both brands offer fresh news, bring new innovation and gifting solutions to travel retail as well as choices for travelling passengers for gin, where Gwilym sees there is still plenty of opportunity for growth.