Gin Bus

A BRAND EXPERIENCE

The ultimate mobile gin experience. Meet 'HERBERT", the Extraordinary Roving Bus for Exceptionally Refined Travel.

The Challenge

Following research carried out by Hendrick’s we discovered that a large trend with their consumers was a particular passion and interest in travel and curiosity around their local neighbourhoods.

Using this insight the Hendrick’s Gin Bus was conceived. Our challenge was to bring it to life; from design and fabrication through to delivery of the Hendrick’s perfect serve, a magical customer experience in the immersive and theatrical bus; all executed to the highest standards ensuring that consumers experienced an exciting and memorable Hendrick’s experience.

Demographic Gin Lovers

Location England & Scotland

Duration 20 Days

Objective Brand Engagement

Green Hendrick’s Gin wrapped branded vintage Routemaster bus driving through the busy streets of London.

Installation of a green, Hendrick’s Gin-branded vintage Routemaster bus interior. The image shows various tools and boxes scattered around as the Ambient team prepares the bus for a Hendrick’s Gin roadshow. The patterned interior is in place, but the seats have not yet been installed.

Installation of a green, Hendrick’s Gin-wrapped, branded vintage Routemaster bus. The scene features a large blue and yellow ladder, various tools, and scaffolding positioned around the bus. The image captures the behind-the-scenes efforts of the Ambient team as they prepare the bus for a Hendrick’s Gin roadshow.

The Execution

Every detail was accounted for in order to create this immersive, roving brand experience.

We took a vintage Routemaster bus, stripped it bare and gave it a complete Hendrick’s treatment; tweed upholstery, external and internal vinyl wrap, bespoke mobile bar installed, set dressing including a fine selection of taxidermy, highly-trained bar staff, brand ambassadors and conductor.

Following a tailored route throughout central London and Edinburgh, the bus picked up customers for their 40min Hendrick’s experience where they were given an immersive, educational and extraordinary journey.

Stripping a vintage Routemaster bus bare, we created bespoke fittings including tables specifically designed to house the exclusive range of Hendrick’s ‘tea pots and cups’ to prevent any unwanted spillage during the tours! We even commissioned bespoke, flavour-matched macaroons to accompany one of the cocktails.

Two men dressed in vintage-style attire stand by a green-striped vintage Routemaster bus branded with “Hendrick’s Gin.” One man holds a tray of cocktails while the other speaks into a megaphone, inviting passersby to experience the immersive Hendrick’s Gin Bus tour.

A bearded man dressed in 1960s-inspired attire, wearing a flat cap, white shirt, bow tie, and red suspenders, pouring tea from a Hendrick’s Gin-branded teapot inside a vintage Routemaster bus. The bus interior features whimsical illustrations on the ceiling, green curtains, and a group of guests seated at a wooden table with teacups and Hendrick’s Gin-branded lamps.

A polished mahogany table inside the Hendrick’s Gin Bus, ontop of the table are branded teapots containing cocktails and crystal cut glasses garnished with cucumber slices.

Close-up of two pre-made cocktails in crystal-cut glasses, garnished with cucumber, mint, and raspberries, sitting on a dark-stained wooden tray with Hendrick’s branding. Behind the glasses, Hendrick’s Gin-branded teapots are visible in the background, completing the elegant and refreshing presentation.

The Outcome

The ticketed experience sold out within days and entertained hundreds of customers in an enthralling, immersive Hendrick’s experience.

Dedicated Press trips ensured solid coverage in major publications and social channels.

78000000

Hashtag Impressions

700

Weekly Passengers

Key PR Pieces

200

Daily Likes

”Working with Ambient on the development of HERBERT and the overall on board experience was an absolute pleasure. Their positive approach to what was a very challenging brief, their flexibility, collaboration and a keen eye for detail is just what a Hendrick’s Gin experience requires and our consumers loved it.
Sam BovillSenior Brand Manager

Inside the Hendrick’s Gin bus, a woman in a bowler hat laughs while holding a vintage teacup, sitting next to a man in a tweed vest. Other guests and unique decor, including taxidermy, are visible in the background.

A close-up of a woman holding a Hendrick’s Gin-branded fan with intricate vintage-style illustrations. The fan features floral artwork and branding, reflecting the quirky yet elegant theme of the Hendrick’s Gin Bus.

A collage of articles featuring Hendrick’s Gin Bus, including images of a green cucumber-themed double-decker bus, a man in vintage attire with a megaphone, and the bus's elegant interior with green curtains, wooden details, and attendees enjoying the experience.

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