Hendrick’s increases presence at Edinburgh Fringe


Hendrick's martini

Hendrick’s Gin is bringing its biggest-ever programme of curious events to the Edinburgh Festival Fringe through an immersive pop-up.

After the success of shorter runs at the annual cultural festival, William Grant & Sons is extending its brand’s residence this year with the Hendrick’s Emporium of Sensorial Submersion from August 7 to 30 – the full length of the Fringe.

It is taking over 91 George Street in Edinburgh’s New Town and filling it with “the experimental, the esoteric and the entertaining” through cocktails and a packed programme of events.

World-leading sound artist Mark IJzerman from the HKU University of the Arts Utrecht has unpacked each atom of Hendrick’s to create a programme of mind-expanding diversions that use the senses to deconstruct the cocktail drinking experience.

Visitors will have a chance to be immersed in the harmonious sounds of cocktail shakers in the “Cacophony Bar”, an opportunity to cleanse your mind in the “Quietest Bar on Earth” and be part of a “mysterious and magical synaesthetic” experiment in a “delightfully peculiar” laboratory offering stimulation for ears, mind and palate.

The programme also includes a trip through the story of gin from the introduction of genever in the Netherlands onwards, exploring it through sound, smell and taste.

The bar at Hendrick’s Emporium of Sensorial Submersion will feature an array of curious oddities, including a self-playing piano and Pavlov’s talking dog – trained to associate sound with taste through classic conditioning.

Guests can delight in the sounds of cucumber and rose – two of the botanicals used to make the gin in Girvan in south-east Scotland – at special listening posts.

Sam Bovill, senior brand manager for Hendrick’s Gin, said: “We are extremely excited to launch the Hendrick’s Emporium of Sensorial Submersion in the homeland of our unusual gin.

“With a host of intriguing experiences and a menu of incredible Hendrick’s Gin cocktails, the Hendrick’s Emporium of Sensorial Submersion is set to be the venue of choice for thirst-quenching, mind-tingling entertainment.”

All five experiences can be enjoyed for £24, including a selection of cocktails, available through www.edfringe.com. Alternatively, people can take part in one sensorial experience for £8, including one cocktails, with tickets available from the venue box office.

The full Hendrick’s Emporium of Sensorial Submersion experience will run every hour from 6pm to 11pm, Wednesdays to Sundays. Each experience will last about two hours and be undertaken in groups of 20.

Previous Brown-Forman to help bars develop American whiskey
Next Revolution bars introduce new brunch menu