Hendrick’s marked the South African introduction of its newest expression, Another Hendrick’s, with a vibrant launch experience at MIRA in Sandton, Johannesburg, transforming the restaurant into an immersive celebration of gin, music and fashion.
The evening brought together guests, creators and cultural tastemakers for a sensory-led experience built around discovery. Known for its unconventional approach to gin, Hendrick’s used the occasion to invite South Africans to Rediscover the Original Hendrick’s and Discover Another Hendrick’s, two distinct expressions of the same curious spirit, each crafted to offer its own flavour profile and drinking experience.
At the heart of the celebration was the gin itself, positioned not simply as a drink, but as a catalyst for experience. Guests moved between serves of the classic Hendrick’s Gin, known for its signature cucumber and rose profile, and Another Hendrick’s, a bold reinterpretation infused with orange blossom and cacao, offering a warmer, more aromatic expression. The contrast between the two became the foundation of the evening, echoing the broader idea of duality that defines the brand.
The launch unfolded like a curated cultural moment, with music setting the tone for the night. A series of live performances and DJ sets transformed the space into a fluid environment where sound and flavour intertwined. Deep house textures and hip hop influences carried through the venue, echoing the brand’s spirit of contrast, while guests experienced the gin offerings as part of the rhythm of the night rather than a separate moment.
The collaboration with ERA by DJ Zinhle added a strong fashion element to the experience, reinforcing the intersection of style, music and modern African luxury. The partnership brought a wearable dimension to the campaign, extending the experience beyond taste and sound into self-expression and design.
Together, gin, fashion and music formed a layered narrative of individuality and creativity, anchored by Hendrick’s ongoing commitment to craft. At the centre of it all is Master Distiller Lesley Gracie, whose experimental approach continues to define both Hendrick’s and Another Hendrick’s, shaping two expressions that sit side by side rather than in competition.
Throughout the evening, the idea of duality remained present. Guests were invited to experience both expressions of Hendrick’s, not as alternatives, but as complementary journeys in flavour. One familiar, crisp and botanical. The other richer, softer and more indulgent.
The campaign’s cultural storytelling was further brought to life through actress Buhle Samuels and digital creator Yoliswa Mqoco, who guided guests through the experience, embodying the balance between familiarity and discovery. Their presence reflected the wider ethos of the night, one rooted in openness, curiosity and reinterpretation.
Speaking on the collaboration, DJ Zinhle described the partnership as a natural alignment between brand and culture, saying ERA is built on self-expression, and the collaboration with Hendrick’s reflects that shared commitment to individuality through music, fashion and experience.
Beyond the launch, Hendrick’s continues to extend the campaign nationally through participating premium on-trade venues, where guests are invited to experience both Hendrick’s expressions. Select venues also offer curated ERA fashion pieces and experiential activations, reinforcing the connection between flavour, fashion and culture.
At its core, the Johannesburg launch was less about introducing a product and more about building a world around it. A world where gin is not only poured, but experienced through sound, style and shared moments.
This is not about choosing one expression over another. It is about discovering both. And in doing so, discovering something unexpected in between.
Please enjoy Hendrick’s responsibly. Not for persons under the age of 18.
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