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On this week’s episode of Ad Lib, E.J. Schultz is joined by Harvey Purchese, senior VP of marketing at liquor marketer William Grant & Sons, whose brands include Hendrick’s Gin, Balvenie and Glenfiddich Malt whiskies, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whisky, Milagro Tequila and Reyka Vodka.

We get behind Hendrick’s quirky ad approach, which has included stunts like the “Hendrick’s High Wheel,” a decidedly old-fashioned exercise bike. It’s part of the brand’s Luddite marketing shtick, which has included the Horatio, a “somewhat smart” speaker and the Hendrick’s Streaming Service, which consists of videos of actual streams—yes, running water.  We also talk about how the company has altered its marketing during the pandemic, as it shifts away from its normal use of experiential activities.

“Sadly, we had to pull back on experiential almost completely” Purchese says. “We’ve looked more towards ideas like the Hendrick’s High Wheel where you are creating coverage through earned ideas. We’ve put more money more in conventional media across multiple channels.”