Already a rising star in the US, where it was launched four years ago Hendrick's now in the UK is, in just six month, proving a "most unusual success" in the premium gin market. Since its launch last October the 44.1% abv gin, produced and owned by William Grant's, of Glenfiddich fame, has quickly established itself as a serious contender in the premium gin market and a 'must-have' gin amongst the UK's top-end style bars.

"Hendrick's is a super premium, boutique gin. Our aim is to establish it as a premium up-sell with 1,000 of the UK's top-end style bars with a particular focus on London and Scotland," said new brand development manager, Elwyn Gladstone.

The company is ramping up activity behind the brand with a raft of tastings and masterclasses in cocktail making - focusing on the history, character and complexities of gin. It has employed the skills of the country's leading bartenders and mixologists to go out and spread the word about this very unusual gin, with subtle hits of coriander, juniper, citrus peel and rose petals, as well as a curious infusion of cucumber.

In addition to its success in the on-trade, Hendrick's has also shown to be an important player in specialist off-trade outlets, where it has become a "best-seller". In particular Gerry's in Old Compton Street, London, and Peckhams in Scotland, a family owned chain of licensed delicatessens - both have enjoyed tremendous success with the brand.. "We've been selling twice as much Hendrick's as Gordon's," said Anne Livingstone of Peckhams. Not bad for a brand only six months in the premium gin category.

Plans for 2004 are to continue the steady rise of Hendrick's within the on and off trade. A number of 'unusual' marketing initiatives are planned for the year.

One of which is already underway in Scotland, where the gin is being advertising on Hackney cabs in Edinburgh. The move is in drive to a seal its position as the number one premium gin in Scotland, which is where the brand is produced, and the company keen to underline its Scottish heritage. The brief was to communicate Hendrick's "unique" proposition of quirkiness, quality and Scottish origins'.

"We're very proud of our Scottish roots. It makes sense for us to be represented in key locations in and around the capital and the Hendrick's taxi is the perfect vehicle to reinforce that message," said Gladstone.