New York – (May 21, 2019): Earlier this month, Hendrick’s Gin announced the release of Midsummer Solstice, a small batch, limited-edition gin featuring a carefully selected arrangement of floral essences chosen to complement the elements of the Hendrick’s original house style. Always rewarding curiosity, Hendrick’s Gin is delightfully bringing Midsummer Solstice to life this spring with glorious flower pop-up installations in New York City and Los Angeles, adding a touch of the unusual for curious consumers who wish to stop and smell the florals. To support this enchanting excitement, Hendrick’s also unveils today a partnership with sustainable flower delivery service, BloomsyBox, with beautiful custom bouquets ready to order inspired by Midsummer Solstice.
From Wednesday June 5th – Friday June 7th, Hendrick’s Midsummer Solstice will come to life on a grand scale when beautifully colorful botanical installations bloom in LA as well as NYC at Pershing Square near Grand Central Terminal. Passersby can welcome Midsummer with a stroll through these larger-than-life arrangements, on display for a limited time, just like the gin they represent. Attendees can sip Hendrick’s Midsummer Solstice cocktails while visiting with unusual characters who will guide guests through the pop-up, which will offer fabulously floral photo and Instagram opportunities. On-site activities include bouquet stations created in partnership with BloomsyBox where guests can create micro arrangements inspired by Midsummer Solstice to take home, plus interactive cocktail making with DIY garnishes. The installations will be live between Wednesday June 5th – Friday June 7th with complimentary Hendrick’s cocktails served by surprising and delightful characters available between 3 – 7pm daily, with valid ID and proof of legal drinking age for entry. Interested imbibers must RSVP to visit the Midsummer Solstice pop-up location in Pershing Square via Eventbrite HERE, and for exclusive information on LA, send an email HERE.
Additionally, beginning today, anyone who wishes to enhance their Midsummer Solstice imbibing experience can purchase their very own exclusive Hendrick’s Midsummer bouquet available on BloomsyBox.com. Inspired by the Language of Flowers popularized in the Victorian Era, each selected flower in the bouquet has a meaning and is used to send thoughtful messages to the intended recipient. One might find stems in the bouquet like purple hydrangea, dark pink tinted limonium, eryngium, eucalipto, and other beautiful, finely scented blooms – inspired by the secret floral blend of Hendrick’s Master Distiller Lesley Gracie’s creation from her Cabinet of Curiosities.
“Hendrick’s Midsummer Solstice captures the summer season’s exquisite natural beauty through the floral essences in its flavor profile,” says Sebastien Derbomez, Hendrick’s Gin Ambassador, “We can’t wait to bring the whimsical floral inspirations of Hendrick’s to the masses in New York and Los Angeles with these beautiful floral installs. And to make sure everyone can experience the magic, we’re delighted to partner with BloomsyBox in giving our devoted imbibers the opportunity to express themselves through the language of flowers, just as we at Hendrick’s have done with this new innovation in gin.”
Midsummer Solstice was inspired by the actual Summer Solstice, at which time the Earth is tilted maximally toward the sun, impelling all the flora of the hemisphere to attain its peak aromatic prowess. Indeed, a sniff and a sip of Midsummer Solstice delivers the fragrant delight of a midsummer day. The aromatic notes of the gin include zesty juniper along with hidden undertones of orange blossom and exotic ripeness. This bright take on the rounded Hendrick’s house style complements the gin’s floral character for a liquid that’s splendid in all manner of spring and summer cocktails, from a seasonal Midsummer Spritz with elderflower liqueur, soda, lemon, and a cucumber garnish, to a Midsummer Mimosa or a Salty Dog, bursting with floral and grapefruit flavors. The signature Hendrick’s apothecary style bottle remains with the new Midsummer expression, but has received a purple-hued makeover, from the glass of the bottle itself to the label and logo.
The Hendrick’s Midsummer Bouquet will be available for purchase through August 2019 at www.BloomsyBox.com/HendricksMidsummer. Hendrick’s Midsummer Solstice will be offered for a limited time in 2019, available in most high-end spirits retailers. It is also available online through Drizly, the leading online alcohol marketplace, to deliver on-demand to states where legal. First-time users receive $5 off their first purchase at www.drizly.com/hendricksmidsummer. For further information go to www.hendricksgin.com/us/midsummer-solstice and follow on social media at @hendricksgin #hendricksmidsummer.