Hendrick's Gin was created by Quaker City Mercantile as a work for hire for William Grant & Sons in 1998. QCM created the iconic bottle, the name, the label and, of course, the now famous whimsical and magical brand world that Hendrick's lives in. We even came up with the idea to put cucumber in it.
We continue to manage the brand's spectacular growth worldwide and we are particularly hands-on with visual design and social media. The identity and tone-of-voice that we created for the brand years ago continues to permeate throughout all of its touch-points. In fact, the Designer who designed the first label and collateral still designs for the brand to this day, which has a lot to do with why the product continues to evoke a peculiar sense of timelessness.
As the love for Hendrick's continues to grow year on year, so do the number of imitators out there. To re-affirm our place in the hearts and minds of the world's leading mixologists in what has become a hyper-local and competitive category, we knew we needed to up the ante. After much intensive research and development, we are thrilled to present Quinetum, a highly exclusive, limited edition quinine cordial launching in select countries in 2013.