By Neha Mehrotra
The alcobev scene in India for the longest time, has been a whisky-dominated market. However, there has been a rapid change. The country has been taken over by a frenzy of gin, with several premium gins and gin-based cocktails gaining currency in the bar menus of top bars and restaurants. The spirit has found a dynamic and thriving space in the Indian Alcobev market through various imports and homegrown brands. Among these imports is Hendrick’s, the distinctly flavourful Scottish gin renowned for its infusion of rose and cucumber, making it a staple at bars worldwide.
In India, Hendrick’s has been making waves with special editions, unique activations, and a commitment to nurturing the country’s flourishing gin culture. At the helm of this global movement is Ally Martin, Hendrick’s Global Brand Ambassador, whose deep passion for gin and years of expertise has helped elevate the brand’s presence globally and in India.
In an exclusive chat with PEAKLIFE, Ally Martin sheds light on the gin renaissance and Hendrick’s role in redefining India’s cocktail scene.
1. Looking back on 2024, what were the highlights for Hendrick’s in terms of sales, events, and launches?
There have been so many incredible milestones for Hendrick’s this year. One of the standout moments was undoubtedly the introduction of Hendrick’s Flora Adora from our Cabinet of Curiosities across numerous markets. This delightful addition to the Hendrick’s family has captured the imagination of gin enthusiasts with its exquisite bouquet of enchanting flowers and a fresh herbal character—a perfect extension of the brand’s signature whimsical and unique spirit.
This year has been a testament to Hendrick’s ongoing commitment to pushing boundaries—not just through our liquid innovations but also in the way we connect with gin lovers worldwide. It brings me immense joy to see how each new chapter resonates with our audience and continues to enrich our legacy of curious and captivating gin-making.
2. As a Global Brand Ambassador, how do you tailor Hendrick’s messaging to different regions or cultures around the world?
Hendrick’s has an incredibly unique and layered brand world, which offers great flexibility to adapt our messaging to resonate with different cultures and regions. As the Global Brand Ambassador, my role involves celebrating the distinctive tastes and preferences of each market while staying true to Hendrick’s quirky and innovative spirit.
For instance, in India, we’ve observed a growing appreciation for premium spirits, making it a particularly exciting market for Hendrick’s. Our distinctive flavour profile, infused with cucumber and rose petals, aligns beautifully with Indian consumers’ preference for unique and refined experiences. By embracing local tastes and trends, we ensure that Hendrick’s continues to deliver an exceptional and memorable gin experience, tailored to delight audiences around the world.
3. Hendrick’s is known for its innovative flavours, like the limited-edition Midsummer Solstice or the Cabinet of Curiosities range. What is the process of bringing new flavour concepts to life?
Hendrick’s is renowned for its innovations, such as the limited-edition Cabinet of Curiosities range. The process of bringing these unique concepts to life begins with our Master Distiller, Lesley Gracie, who draws inspiration from her memories, experiences, and global travels—often intertwined with the enchanting story of our gin. These inspirations form the foundation of each creation in the Cabinet of Curiosities range. For instance, with Hendrick’s Flora Adora, Lesley was inspired by the vibrant wildflowers flourishing in the Gin Palace Garden, which attracts an abundance of bees and butterflies. Using those very flowers, she crafted a distinctly floral gin that perfectly captures their essence.
4. Having been around the Indian market for some time now, what’s your perception of the Indian Alcobev market, and what is your strategy to increase awareness in the Indian market?
I’ve had the pleasure of witnessing the rich and diverse alcobev landscape in India firsthand. The creativity in India’s bar and restaurant scene is truly inspiring—there’s a wonderful variety of spirits available, and the cocktail culture is upcoming. Hendrick’s Gin has found a unique resonance with Indian consumers who appreciate distinctive flavours and unique experiences.
Our strategy in India is focused on driving trial and awareness through participation in relevant events and visibility at off-trade premises. As the gin market in India continues to grow, we’re excited to offer consumers here an exceptional gin experience that aligns with their evolving tastes and preferences. Our commitment to delivering an unparalleled gin experience to our customers aligns perfectly with the emerging preference for premium and authentic spirits in India. Despite some restrictions on promotion, we continue to focus on building visibility at off-trade premises and engaging consumers through omnichannel promotions. The gin revolution in India is thriving, with younger consumers becoming more open to premium gin options, making it a dynamic market for us to expand our presence.
5. How has the gin industry evolved in recent years, and what role do you see Hendrick’s playing in shaping its future?
The gin industry has seen significant evolution since Hendrick’s Gin was launched in 1999. Back then, the market was much smaller, with only a handful of gins available. Today, it’s a vibrant category with hundreds of options ranging from large, well-known brands to many more niche local offerings. This evolution creates a more knowledgeable consumer base, which is exciting for brands like ours. In India, we’ve witnessed a dynamic shift with a growing appreciation for premium spirits and craft cocktails. Hendrick’s distinctive flavour profile, with its infusion of cucumber and rose petals, has found a special place among discerning Indian consumers. We remain committed to delivering an exceptional gin experience here and are excited about our growth potential in the coming years. Our commitment to quality, authenticity, and a unique, whimsical branding aligns perfectly with the evolving tastes and preferences of the modern gin drinker.
6. What’s your favourite cocktail to create with Hendrick’s Gin, and why do you think it works well with the brand’s signature botanicals?
It’s hard to choose just one favourite cocktail, but if I had to pick, it would be either a Hendrick’s Negroni or an Eastern Standard—depending on my mood. The rich bitterness of the Negroni really brings out the spiced notes and the floral qualities in Hendrick’s, which I absolutely love. The Eastern Standard, on the other hand, beautifully highlights the refreshing, cucumber essence of Hendrick’s. Both cocktails beautifully showcase the unique botanicals of Hendrick’s Gin and perfectly reflect the brand’s whimsical and unconventional character.
7. With sustainability being a key focus for many brands today, what initiatives is Hendrick’s pursuing to ensure environmental responsibility in its production and operations?
Hendrick’s Gin is deeply committed to sustainability and incorporates environmental responsibility across its production and operations. The brand’s packaging reflects this ethos, featuring a 100% recyclable bottle made with 10% recycled glass, a compostable cork stopper, and shipping materials—including neck tags—crafted entirely from recycled and recyclable materials.
The Hendrick’s Gin Palace is a testament to energy efficiency, designed with advanced insulation, energy-efficient materials, precise process controls, and spill containment systems. Additionally, all electricity used in production is sourced from renewable energy, while natural gas is utilised as the sole fossil fuel. In a further step towards global environmental impact, Hendrick’s AMAZONIA Gin partners with One Tree Planted, a non-profit organisation, to plant one tree in the Amazon rainforest for every bottle sold. This initiative not only aligns with reforestation efforts, but also reinforces Hendrick’s commitment to preserving the planet’s natural resources.
