Hendrick’s bolsters brand with Orbium

Jo Gilbert

Hendrick’s gin has released a brand extension which combines quinine, wormwood and blue lotus.

The William Grant & Sons owned brand has a history of pioneering odd flavour combinations.

Soon after it was launched in 1999, it launched the idea of pairing gin with cucumber, which has now become its calling card.

The brand announced it was expanding its self-titled “unusual” repertoire with Oribum, described as a “quininated” drink which delves into “previously unexplored dimensions of gin” ranging from floral to bitter flavours.

The new expression is the creation of master distiller, Lesley Gracie, who was behind the original Hendrick’s expression - infusions of cucumber and rose petals blended with 11 botanicals.

Oribum infuses flavours which are traditionally associated with classic gin serves; quinine found in tonic (G&T) and wormwood found in Vermouth (Martinis).

The apothecary style bottle returns, continuing the brand’s reputation for quirky packaging and off-piste flavor combinations.

Oribum will be available initially to selected bars in the UK.

 

 

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