Hendrick’s Gin is this week launching The Awakening, an immersive, self-guided experience which sees guests interact with unexpected scenarios and theatrical situations to slip into the brand’s world of oddities.
The Awakening is open to the public and will be run in ticketed time-slots from 2-4 June, with independent theatre company Siren Theatre Co, bringing the performance to life as audiences navigate the intimate spaces, eccentricities and surprises.
In partnership with the upcoming Dark Mofo winter festival in Mona, Tasmania, an exclusive ‘Welcome Stranger’ cocktail will debut at The Awakening, which will then only be available at the sold out ‘Welcome Stranger’ event at Dark Mofo which starts next week.
Hendrick’s Gin Brand Ambassador, Morgan Flanagan told Food & Drink Business that The Awakening was created to re-engage consumers’ love for Hendrick’s and re-enliven their delight in all that is unusual.
The Awakening, he said will immerse guests in the brand world of Hendrick’s Gin, a world which, from the start, drew inspiration from the Victorian era, a period marked by tradition and properness on the one hand and deviance and dark curiosity on the other.
Hendrick’s has in the past used quirky creativity to differentiate itself from well-established gin brands, including its unconventional use of cucumber as a garnish and the floral notes in the recipe.
Flanagan said that while Australian consumers are drinking less, they are drinking better - they are are more knowledgeable about what they’re drinking and they are seeking out information about new takes on traditional drinks.
Hendrick’s embraces consumers’ heightened interest in craftsmanship and quality by encouraging them to try new things and make informed decisions, Flanagan said.
Tickets to The Awakening are on sale now with many of the evening sessions already sold out.
