• by Teresa Buyikian , March 25, 2026

Hendrick’s latest campaign takes a whimsical, IRL approach to promote the brand’s first addition to its gin lineup in almost a decade.

Another Hendrick’s is the new gin, which incorporates Hendrick’s standard infusion of rose and cucumber with orange blossoms and cacao beans. To support the release, the brand’s new global campaign, “Hendrick’s Anotherland” brings live activations to various cities in the U.S. as well as internationally.

The campaign kicks off in New York City April 17-18 with a participatory theater experience, which was developed by Dr. Ilana Gilovich, who worked on “Sleep No More,” an immersive theater film noir take on “Macbeth."

The NYC activation will take guests on a “journey of exploration through odd rooms and mischievous performances,” along with Hendrick’s tastings and “apothecaries, otherworldly strangers and purveyors of the extraordinary.”

“Hendrick’s Anotherland embodies the brand’s experience-first ethos and invites longtime fans of our gin to experience a new dimension of Hendrick’s, while simultaneously opening the door to a new wave of imbibers to explore the category,” said Michael Giardina, Hendrick’s vice president of marketing, in  a release.

The campaign continues online, with short films such as this on the brand’s Instagram, which combines surrealist imagery with botanical elements and a dose of Alice in Wonderland oddity. Created by Ace of Hearts and AI artist David Szauder, the films also incorporate animated environments inspired by the Hendrick’s Gin Palace in Girvan, Scotland.

The Hendrick’s Anotherland activations will continue in Los Angeles, Chicago and Miami in May.

Another Hendrick’s has an ABV of 44% and retails for $34.99.