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William Grant & Sons’ Hendrick’s Gin is launching a new permanent addition to its premium gin range, 'Another Hendrick’s,' marking the brand’s first line extension since 2017.

The launch is positioned to reinforce Hendrick’s global premiumisation strategy and target a new generation of gin consumers.

Another Hendrick’s combines the brand’s signature rose and cucumber with orange blossom and cacao, creating a distinctive flavour profile housed in a white apothecary-style bottle.

Master distiller Lesley Gracie said the combination was developed to explore new sensory dimensions while remaining true to Hendrick’s characteristic complexity and lightness.

From a commercial perspective, the launch expands Hendrick’s presence in both on- and off-trade channels.

The product will roll out across 408 Sainsbury’s stores in the UK from February 22, with availability on Amazon from March 9, alongside selected premium bars and restaurants.

The gin carries an ABV of 41.4% and a recommended retail price of £33, aligning with Hendrick’s established premium positioning.

Hendrick’s parent company, William Grant & Sons, a sixth-generation family-owned distiller, has leveraged its portfolio of global spirits, including Glenfiddich, The Balvenie, and Monkey Shoulder, to reinforce the brand’s premium image.

The launch of Another Hendrick’s reflects the company’s broader strategy to innovate within established premium categories and extend brand relevance in competitive gin markets.

Hendrick’s marketing strategy includes the introduction of an 'Another Hendrick’s Spritz' cocktail to complement the classic Hendrick’s serve, highlighting the new expression’s versatility in mixed drinks and experiential on-trade occasions.

The premium gin segment continues to grow in Europe and North America, driven by consumer demand for craft, distinctive flavours and heritage-led brands.

By introducing a permanent new expression, Hendrick’s aims to capitalise on this trend while differentiating itself from competitors who rely primarily on limited editions or flavour variants.

Hendrick’s Gin has maintained a reputation for innovation and creativity since its launch in 1999, with its distinctive cucumber and rose profile credited with helping to ignite a global 'gin renaissance'.

Another Hendrick’s represents both a brand evolution and a tactical move to strengthen market share in the premium gin category, combining heritage credentials with new product appeal.