News

Company Mainstream organised “Alice Through the Looking Glass” party for its client Hendrick's gin

27.05.2016

Guests got wrapped up fully in the world of Lewis Carroll’s fantasy, viewed the movie, got “acquainted” with the main characters and themed cocktails based on Hendrick's gin. The party launched a series of themed events scheduled in Hendrick's Bar jointly with Hendrick's gin for the whole year. Watch for all updates on the bar’s webpage on Facebook.

“Gin Hendrick’s requires special attention, in view of this drink’s history and peculiarity. And this creates certain challenges with its positioning. In 2015, the eponymous Hendrick’s Bar was opened in Kyiv, and now we’ve decided to launch a series of themed parties. This format is new for the bar culture and I am confident it’s an excellent way for the audience to “get in” with the brand,” commented Oleksiy Yarmash, brand manager of William Grant & Sons brand portfolio in company DDS.
“Despite the brightness, Hendrick’s is a very complicated brand because there is always a risk of losing the sense of proportion and turning the event into a farce. The party occasioned with the premiere of film “Alice Through the Looking Glass” fits into the brand concept perfectly. The most unusual gin and the most unusual film of the year – can there be a better match?” commented project manager Yevgeniya Vakulovych, PR-strategist in company Mainstream.

Mainstream organised the event as a part of retainer-based servicing of company William Grant & Sons.