Rediscovering Hendrick’s Through Curiosity
The Woman Beneath Rabat
October 30, 2026
With orange blossom and cocoa bringing
a distinctly different character to a familiar
name, Another Hendrick’s is inviting
bartenders, restaurateurs and gin lovers to
rediscover the brand and become curious
about what else gin can be.
Words by
Edward Bonello.
Few names in the world of gin are as immediately recognisable as Hendrick’s. Its distinctive bottle and signature infusion of rose and cucumber have helped establish an identity that stands apart within a particularly prolific category.
But something new has been in the works in the much-loved gin family, and it comes with a new exciting proposition.
Another Hendrick’s, is a new expression that takes the familiar brand in a distinctly new direction. Where the original Hendrick’s is associated with rose and cucumber, Another Hendrick’s introduces orange blossom and cocoa, revealing another side to a name consumers and bartenders alike are certainly familiar with. Another Hendrick’s presents an opportunity to rediscover Hendrick’s itself.
That sense of discovery is particularly relevant to the HORECA sector, where the possibilities surrounding a spirit extend well beyond what is inside the bottle.
For the more creative bartenders, a new expression means new flavours to work with, different garnishes to explore and, ultimately, greater freedom to create something that customers may not have encountered before.
The classic G&T, naturally remains an iconic go-to in any environment, but Another Hendrick’s is also intended to encourage people to think beyond the familiar.
A spritz crafted around the distinct flavours of Another Hendrick’s, for example, opens up a different drinking occasion and a different visual presentation. Garnishes can move away from what customers might normally expect, with cherries and orange peel providing a different character to the serve.
A Sgroppino-style creation, meanwhile, introduces an almost sorbet-like experience, extending the summer vibe well into autumn. For hospitality operators, that creativity can also become part of how the product is communicated to guests.
Rather than placing another gin among a long list of spirits, bars and restaurants can give customers a reason to engage with it
A small cocktail menu placed on the table, presented
almost like a selection of daily specials, has been proven
successful to introduce guests to a handful of serves and
make choosing a drink easier. It also allows a venue to
tell a more interesting story around the product, moving
the conversation from “Would you like a gin and tonic?”
towards “Which Hendrick’s experience would you like to
try?”
Even the bottle itself can play a part. Its different colour immediately distinguishes Another Hendrick’s from the original and can pique the curiosity of guests before they have even tasted it.
And that curiosity is central to the proposition. Consumers increasingly expect hospitality to provide more than a product placed in front of them. The drink, presentation, garnish and way it is introduced can all contribute to the experience. For restaurants and bars, Another Hendrick’s therefore creates an opportunity to turn a recognised name into something unexpectedly new.
Quality mixers remain an important part of that experience. A great gin requires an excellent tonic to accompany it, with Three Cents tonics available to complement the gin and give operators another element with which to build the finished drink.
For bartenders in particular, however, perhaps the most interesting aspect is the additional freedom Another Hendrick’s provides behind the bar.
Orange blossom and cocoa provide a new foundation from which bartenders can develop cocktails, explore different garnishes and experiment with presentations. That has particular potential within Malta’s hospitality sector, where bars, restaurants and hotels are continually looking for ways to distinguish their offering and give guests something memorable.
A recognised international name provides familiarity, while a new expression gives hospitality professionals an opportunity to introduce an element of discovery.
The original Hendrick’s remains the classic, with its unmistakable rose and cucumber signature. Far from attempting to rewrite that identity, Another Hendrick’s adds another dimension to it, showing that even a brand people think they know can still surprise them.
And the invitation behind it all remains curiosity.
Even the bottle itself can play a part. Its different colour immediately distinguishes Another Hendrick’s from the original and can pique the curiosity of guests before they have even tasted it.
And that curiosity is central to the proposition. Consumers increasingly expect hospitality to provide more than a product placed in front of them. The drink, presentation, garnish and way it is introduced can all contribute to the experience. For restaurants and bars, Another Hendrick’s therefore creates an opportunity to turn a recognised name into something unexpectedly new.
Quality mixers remain an important part of that experience. A great gin requires an excellent tonic to accompany it, with Three Cents tonics available to complement the gin and give operators another element with which to build the finished drink.
For bartenders in particular, however, perhaps the most interesting aspect is the additional freedom Another Hendrick’s provides behind the bar.
Orange blossom and cocoa provide a new foundation from which bartenders can develop cocktails, explore different garnishes and experiment with presentations. That has particular potential within Malta’s hospitality sector, where bars, restaurants and hotels are continually looking for ways to distinguish their offering and give guests something memorable.
A recognised international name provides familiarity, while a new expression gives hospitality professionals an opportunity to introduce an element of discovery.
The original Hendrick’s remains the classic, with its unmistakable rose and cucumber signature. Far from attempting to rewrite that identity, Another Hendrick’s adds another dimension to it, showing that even a brand people think they know can still surprise them.
And the invitation behind it all remains curiosity.
FBS Marketing represents a strong portfolio of globally renowned branded FMCG products in Malta. The company is among the leaders in the marketing and distribution primarily, in the local Retail and HORECA sector. Operating from Busuttil Buildings in Santa Venera which is strategically situated in the centre of Malta, the Company ensures optimal service delivery to clients across both Malta and Gozo.
W: https://www.fbsmarketing.com/ | E: info@fbsmarketing.com | Tel: +356 25497000
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