Why a gin maker invented its own history

ith its squat profile and white rhomboid label decorated with juniper branches, a bottle of Hendrick’s gin looks like it has been plucked from a Victorian apothecary. The impression is reinforced by the date on the bottle: “Est. 1886”. This is accurate in one, slightly misleading sense. Hendrick’s is produced at a venerable distillery, William Grant & Sons, which opened in Scotland over a century ago.

Grasse’s first ambition was to work in film and the world he helped to create with Hendrick’s is indeed cinematic – in a whimsical sort of way. The packaging and advertising depicts a 19th-century dreamscape of walrus-mustachioed men playing lawn sports; of penny-farthings and cabinets of curiosity; of cucumber-shaped dirigibles.

All this is a twist on “nostalgia marketing”, a common term in contemporary advertising signifying a brand using its history to excite the imagination of consumers. According to a recent study published in the, feeling nostalgic “weakens a person’s desire for money” – or, to be more direct, encourages them to buy lots of stuff.

But what if your brand has no actual history? That’s when you reach for “newstalgia”: using fragments of historical flotsam to spark warm feelings for a novel product. There are two reasons for this backwards drift. The first, as a recent article in thesuggests, is a search for “enchantment” by consumers looking to bring some “wonder, romance and magic” to their lives.

Truth is of little consequence in your world. Gets in the way of profits. Can't have that.

1843mag Only for promotion

1843mag Fabulous

1843mag But why the name?

1843mag 'brands use branding strategies' Saved you a click.

1843mag elonmusk Elon, can we help with TeslaQuila campaign? Can you drop bottles with mini paragliders door to door from Rockets?

1843mag What would anybody expect from Planet Bullshit?

1843mag Whât cómpletė ąnd ūtter ĎŘÔŠŚ. Ýúķ!

1843mag And yet you keep wondering all these amazing stories of founders beating the odds, creating the magic potion, the entire hero’s journey!

1843mag They have been doin this for decades

1843mag When Ireland, long a dairy country, had trouble selling their whiskey. in the days when everyone turned to white wine, & had problem with too much whey, a byproduct of cheese production, they invented a 'traditional' liqueur that was flavouring, whiskey, whey and sugar.

1843mag Really

1843mag the eye is everywhere!!!

1843mag This isn’t news: nostalgia marketing has been a thing for quite a while. I wrote a case study around it in 2001 and there were plenty of examples to choose between.

1843mag In the Beginning there was GoatVsFish

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