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

13:10-18:30 Tequila’s Rise: Experimentation and Celebrity Influence — Consumer behavior shifted during the pandemic, with more people experimenting with tequila at home. Milagro Tequila became a top-performing brand for William Grant & Sons, as consumers started replacing vodka with tequila in popular cocktails. This trend was amplified by the influence of celebrities like The Rock and George Clooney, who helped elevate tequila’s cultural presence. Even after the pandemic, tequila continues to grow.

18:35-23:30 The Role of Packaging — Packaging plays a critical role in differentiating premium spirits, and Hendrick’s Gin’s distinctive apothecary-style bottle is a prime example. Paul explains that the quirky, Victorian-inspired design of Hendrick’s not only reinforces the brand’s story but also serves as a powerful marketing tool, instantly recognizable to consumers. This attention to packaging helps Hendrick’s stand out on store shelves and becomes part of the consumer experience.

23:40-29:00 Catering to Gen Z: Quality and Responsibility — Gen Z is drinking less alcohol than previous generations, but when they do consume alcohol, they prioritize premium quality over quantity. Paul emphasizes that William Grant & Sons has adapted to this trend by promoting the premium aspects of their spirits and researching non-alcoholic alternatives. By aligning its messaging around quality, transparency, and responsible consumption, the company aims to appeal to Gen Z’s values. Exploring non-alcoholic alternatives can also provide a competitive edge as consumer preferences shift.