Hendrick’s Unveils “Another Hendrick’s” – Cacao and Orange Blossom Gin

Hendrick’s Gin has launched Another Hendrick’s, its first new permanent gin since 2017. Master Distiller Lesley Gracie created this variant by keeping the familiar Hendrick’s base (cucumber, rose and 11 other botanicals) and adding two new botanicals – Guatemalan cacao and Egyptian orange blossom (neroli). The result is a “reinterpreted” Hendrick’s: according to Food & Wine it’s “a richer, more floral twist” that keeps the juniper-forward profile. In official tasting notes Hendrick’s describes the nose as “vibrant juniper” with “bright and citrusy” orange blossom, and the palate as showing “velvety rich notes of cacao” leading to a smooth finish.

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Innovative Botanicals and Distillation

Another Hendrick’s follows Hendrick’s signature dual-distillation process: all 11 original botanicals (like rose and cucumber) are still used, plus cacao and neroli. The gin is distilled in Hendrick’s two rare stills – a copper Bennett pot still and a Carter-Head still – just as the core Hendrick’s is. (The Bennett still steeps botanicals, the Carter-Head gently steams them, yielding Hendrick’s characteristic balance of intensity and fragrance.) Lesley Gracie explains she asked herself, “If I were to create Hendrick’s again today, what would I do?”. Inspiration struck when she saw a cocktail garnished with a cacao flower; this led her to source cacao nibs (Theobroma Lachuá from Guatemala) and pair them with sweet orange blossom oil. These new botanicals had to be carefully balanced so that the gin would still taste recognizably Hendrick’s while offering something new. The trade notes and press materials indicate she achieved this: Another Hendrick’s has the “depth of flavour, hint of sweetness and lift of freshness” Gracie aimed for.

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Flavor Profile and Serving Suggestions

In line with Hendrick’s style, Another Hendrick’s is juniper-driven but with added complexity. According to the distillery, the aroma combines juniper with bright citrus-rose notes of orange blossom (neroli). On the palate, the familiar Hendrick’s cucumber‑rose base is underpinned by velvety cacao and lifted by orange citrus. This yields a slightly sweet, floral character with a clean, smooth finish. Reviewers note the “silky warm notes of chocolate” balanced by “a subtle lift of citrus”. To highlight these flavors, Hendrick’s recommends serving Another Hendrick’s in a G&T or a bespoke “Another Hendrick’s Spritz”: a cocktail blending the gin with apple juice, Prosecco, soda and a splash of cherry liqueur, garnished with cucumber, cherry and orange. This spritz leverages the gin’s fruit-and-flower notes, making it “light and refreshing”. Bartenders and retailers can use these serves to showcase the new profile.

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Packaging and Brand Positioning

Another Hendrick’s arrives in a striking opaque white bottle to contrast with Hendrick’s classic black bottle. This visual cue reinforces the idea of “another side” of Hendrick’s – the brand’s own words describe it as one brand showing two different “sensory dimensions”. Packaging plays a key marketing role: Nora Torpey, Hendrick’s Global Brand Director, says the white bottle is “absolutely brilliant” as an attention-grabber next to the black bottle. (A Scottish trade press notes the white bottle stands out on shelves and has become a conversation piece.) For brand owners, the packaging can help cross-sell: displaying the black and white bottles together emphasizes Hendrick’s creativity and offers consumers a choice of flavor experience. The premium look should appeal in high-end off-trade (spirits shops) and on-trade (cocktail bars), especially where innovative design is valued.

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Market Launch, Pricing and Positioning

Another Hendrick’s was launched globally in early 2026. In the UK it went on sale across on-trade and selected off-trade (e.g. 408 Sainsbury’s stores from Feb 22) at 41.4% ABV and £33 RRP (70 cl). In the US it’s 44% ABV (MSRP ~$34.99). Notably, it was priced the same as core Hendrick’s, meaning no premium was charged; retailers can therefore market it as a parallel option rather than upsell. William Grant notes this is the brand’s first innovation launched simultaneously in all markets worldwide (unlike prior limited editions). Distribution includes online (Amazon), major retailers, and trendy venues (e.g. select bars, restaurants). For brand owners, this means Another Hendrick’s will be widely accessible, allowing them to cater to consumer curiosity quickly. In a mature gin category, it also “supercharges” the brand’s positioning, according to Hendrick’s executives. The novelty of cacao and neroli – ingredients few competitors use – gives Hendrick’s a point of differentiation.

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Key Takeaways for Brand Owners

• Innovation on a Known Base: Another Hendrick’s keeps Hendrick’s core 11 botanicals (rose, cucumber, etc.) but adds cacao nibs and orange blossom. This means the gin retains brand identity while tasting new – a strategic way to refresh interest without alienating loyal customers.
• Distinct Flavor Profile: The new gin offers a juniper-led, citrus‑floral nose and a “velvety” cocoa-rich palate. This unique profile can be highlighted in marketing materials (e.g. tasting notes, cocktail menus) to entice adventurous gin drinkers and cocktail enthusiasts.
• Stand-Out Packaging: The white bottle is a visual differentiator. Use side-by-side displays of black & white bottles at POS to communicate Hendrick’s “dual identity” concept. The novel design can also draw social media attention (encourage customers to post with #ANOTHERHENDRICKS).
• Price Parity & Accessibility: Launching at the same price as core Hendrick’s (£33 / $35) is consumer-friendly. Dealers can spin this as “two-for-one”: customers get a whole new taste for no extra cost. Ensure sales staff understand the gin’s story so they can pitch it confidently as both “still Hendrick’s, but different” (Lesley’s own words).
• Cocktail Marketing: Push the official serves (Gin & Tonic, Hendrick’s Spritz, and the new Another Hendrick’s Spritz) to on-trade partners. Provide bartenders with recipe cards using the apple-Prosecco-cherry spritz to showcase how the gin’s sweet and citrus notes shine in cocktails. This drives trial and premium glass sales.
• Leverage Brand Heritage: Emphasize that this is a Hendrick’s product “by design,” not a standalone experimental label. Remind consumers of Hendrick’s 25+ year legacy of botanical curiosity. Quotes like “the complete opposite of what we’ve done” can be used to frame the gin as bold and unexpected – fitting Hendrick’s quirky image.

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Strategic Perspective

In a saturated gin market, product differentiation and storytelling are critical. Another Hendrick’s combines proven brand equity with a genuine point of difference. Its introduction illustrates how legacy brands can evolve: by asking “what if we reimagined our icon today?” Hendrick’s provides a case study in incremental innovation. As experts observe, the gin category is maturing, and consumers respond when brands offer something fresh. For marketing leaders, the key is to treat this launch not as a minor variant but as a full campaign – much like the launch of a new brand. Frontload promotional support, training, and storytelling to capture early interest. Use the unique tasting profile (cacao and neroli) in press releases and tastings to generate buzz beyond the usual gin crowd.