What do woodland sprites, sword swallowers, bearded ladies and contortionists have in common? Aside from the fictional and carnival sideshow qualities, these quirky characters collaborated to promote a self-proclaimed unique gin: Hendrick’s.
The drink differs from other types of gin by including cucumber and rose petal infusions in its flavor. In keeping with the brand’s distinctive taste are its marketing campaigns.
A series of three-day events, dubbed The Enchanted Forest of Curiosities, took place in San Francisco and New York in December. Beginning in San Francisco in the city’s SoMa district, the event featured a snow-filled forest landscape, complete with wishing wells, fresh moss and seats made from tree trunks.
Cocktails, with names like the Archangel, Snow Miser’s Cooler, Alaskan Sour and Post In-Law’s Visit Recovery Punch, were served to guests by woodland sprites.
Williamsburg, Brooklyn was the site for the East Coast event, giving a new definition to “A Tree Grows in Brooklyn.” The forest theme remained, with the addition of sword swallowers, bearded ladies, a mushroom garden, an aerialist, strongman, contortionist and the Balkan Romani Brass Band. The event concluded with a performance from drag queen/comedian, Hedda Lettuce, sponsored by New York magazine.
Hendrick’s says these events serve as a “small taste” of things to expect from the brand in 2012.