How the Maker of Hendrick’s Gin and Glenfiddich Is Breaking Through With Gen Z

In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton sits down with Paul Basford, U.S. president and managing director of William Grant & Sons. Basford shares insights into driving growth, navigating shifts in consumer behavior, and embracing premiumization across William Grant’s portfolio of high-end spirits.

William Grant & Sons is a global leader in the premium spirits industry, boasting a rich heritage with iconic brands such as Glenfiddich, Hendrick’s Gin, and Tullamore Dew. As consumer preferences evolve, maintaining cultural relevance while preserving the history and quality of these premium products has never been more crucial. 

“Hendrick’s is far from conventional,” Basford says on the podcast. “Every year, we introduce a limited-edition flavor that’s collectible. It’s one of the ways we keep the brand fresh and engaging, despite being around for decades.”

Basford brings decades of experience in the beverage industry. Before joining William Grant & Sons, he held leadership positions at other beverage giants like Diageo, driving success across different categories. His strategic leadership has propelled William Grant’s brands to new heights, making him a respected figure in both the spirits industry and broader business landscape.

Listen to Paul Basford on the Speed of Culture podcast and gain insights into evolving consumer trends and the strategies driving growth in the premium spirits industry.

Key takeaways:

01:30-06:30 Growth On- and Off-Premise — Paul emphasizes William Grant & Sons’ strategic balance between on-premise (bars and restaurants) and off-premise (retail) sales. During the pandemic, when bars and restaurants were closed, the company shifted its focus toward off-premise sales. Now, as bars reopen, the company is reinvesting in the on-premise space, recognizing its importance for building brand experiences. While retail channels still drive significant revenue, the dual focus allows William Grant & Sons to leverage both avenues for growth.

06:35-13:00 Driving Innovation in Premium Spirits — Hendrick’s Gin has set itself apart in the crowded spirits market through continuous innovation, a key element in its ongoing success. Paul highlights the “Cabinet of Curiosities” series, where Hendrick’s releases limited-edition flavors annually. These releases, such as this year’s Grand Cabaret, which features stone fruit undertones, keep the brand relevant by providing consumers with new and exciting offerings. By creating anticipation for these limited releases, Hendrick’s has maintained a loyal following and continued to capture consumer interest, showcasing the power of innovation in product development.