HP2P and Hendrick's Gin

Hendrick’s Gin had a strong presence in downtown Manhattan but few sales above 14th Street. Thanks to a strategic partnership with HP2P, Hendrick’s Gin developed a thriving new market within just three years.

Objective

Hendrick’s Gin was looking for both brand awareness and sales in Harlem. The key to a successful launch would be high consumer engagement and the acquisition of multiple new accounts.

Strategy

Over a three-year partnership, Harlem Park to Park introduced Hendrick’s Gin to dozens of Harlem restaurants and bars. HP2P helped implement customized consumer engagement and trade activations designed to be high-impact.

Results

The Harlem launch strategy was so successful that Hendrick’s Gin replicated the strategy in other U.S. markets.

  • 26 new accounts with HP2P members

  • 300% growth in case volume during promotional period

  • 7,000+ consumers engaged in tasting/sampling events

  • 2M+ media impressions in key print, TV, and online publications

  • 5,000+ social media posts on Facebook, Twitter, Instagram, etc.

  • Dedicated network of 100+ influencer bartenders in Harlem

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