Role
Head of Commercial Strategy & Innovation
Head of Commercial Strategy & Innovation
Challenge
Elevate Hendrick’s brand awareness in on-trade channels and high-profile events, ensuring the brand stood out in highly competitive premium spirits environments.
Elevate Hendrick’s brand awareness in on-trade channels and high-profile events, ensuring the brand stood out in highly competitive premium spirits environments.
Strategy
• Designed premium display concepts that reflected Hendrick’s eccentric and luxury brand DNA.
• Developed immersive tasting stations that engaged multiple senses, creating memorable touchpoints.
• Curated sensorial environments at flagship events and on-trade venues, combining visuals, aromas, and interactive storytelling.
• Coordinated with trade marketing and event partners to guarantee consistency and flawless execution.
• Designed premium display concepts that reflected Hendrick’s eccentric and luxury brand DNA.
• Developed immersive tasting stations that engaged multiple senses, creating memorable touchpoints.
• Curated sensorial environments at flagship events and on-trade venues, combining visuals, aromas, and interactive storytelling.
• Coordinated with trade marketing and event partners to guarantee consistency and flawless execution.
Outcome
• +40 % higher consumer interaction at events compared to benchmark.
• +27 % increase in brand awareness (internal tracking).
• +15 % lift in purchase intent among audiences exposed to activations.
• Established Hendrick’s as a category reference for experiential luxury marketing in the region.
• +40 % higher consumer interaction at events compared to benchmark.
• +27 % increase in brand awareness (internal tracking).
• +15 % lift in purchase intent among audiences exposed to activations.
• Established Hendrick’s as a category reference for experiential luxury marketing in the region.
