Re-inventing absinthe for a modern audience

Re-imagining absinthe for a new era

Hendrick’s Absinthe is our way of giving spirited bartenders something new to play with that has the same quality credentials and inventiveness they have come to expect from Hendrick’s

Ally Martin, Global Brand Ambassador, Hendrick's

“Hendrick’s has a long history of innovation and experimentation,” says Ally Martin, our Global Brand Ambassador for Hendrick’s.

“We re-imagined the world of gin with our cucumber and rose infusion and we’re working similar magic with absinthe.”

The perhaps surprise move is the result of years of experimentations from the laboratory of Hendrick’s Master Distiller, Lesley Gracie, at our Gin Palace in Girvan.

A rich history steeped in mystery

“Absinthe has this incredibly rich history steeped in mystery and was for many years feared but it really shouldn’t be,” says Lesley.

“Absinthe is an amazing liquid and is really a cousin to gin, in that it is a botanically flavoured spirit but with a different palette of botanicals to play with. It conjures up images of the strange and the surreal and so is perfectly at home in our playground at the Hendrick’s Gin Palace.”

Absinthe 2

Hendrick’s’ interpretation of absinthe sees Lesley take the traditional ‘Artemisia absinthium’ best known as wormwood and star anise and venture beyond the conventional by adding five additional botanicals including Hendrick’s much-loved rose and cucumber.

“For me star anise has always had star quality,” explains Lesley.

“I’ve been playing with its magical flavours in the background for years and felt there is now enough curiosity and desire to explore new dimensions within drinks to release our absinthe experiment to the world. The rose adds a floral element and the cucumber a fresh dimension, which you don’t necessarily expect from an absinthe.”

The dreamers and literati that first fell in love with this almost mythical spirit would no doubt appreciate how Lesley has pushed the boundaries in reimagining absinthe for a new era and rejoice in how she is reclaiming it as a super premium spirit to be revered.

Approachable and eminently mixable

Crafted to bring the approachability and mixability of gin to absinthe, Hendrick’s Absinthe is bottled at 48% ABV and so steers clear of the fiery strength of more traditional blends.

It is designed to be a key component of modern, refreshing cocktails.

Hendrick’s Absinthe signature serves are a playful twist on the classic G&T: Absinthe & Tonic and Hendrick’s Absinthe and Ginger Ale. These allow this elixir to blossom in an altogether different dimension. Hendrick’s Absinthe also works wonders infused in classic absinthe cocktails of the Belle Époque era such as a Corpse Reviver #2.

All flavours are entirely natural, and no colour is added, ensuring a clear expression of absinthe to further aid mixability.

Finding a home in the heart of creativity

Batch one of Hendrick’s Absinthe is produced in limited quantities with just 4,000 bottles available exclusively to the UK ontrade.

“Hendrick’s success was built, in large part, thanks to the openness, creativity and imagination of the world’s best bartenders,” explains Ally.

Ally Martin Absinthe

“Hendrick’s Absinthe is our way of giving this spirited group something new to play with that has the same quality credentials and inventiveness they have come to expect from Hendrick’s.

“The world has moved on a lot since the heyday of absinthe and it’s high time for this spirit to once again find its home in the heart of creativity, in some of the world’s best bars.

"We’ve reimagined absinthe as an incredibly complex, unique and interesting spirit. Not one to be feared for its strength but to be used as a core component of today’s array of contemporary, refreshing cocktails.”

“The central star anise flavour in Hendrick’s Absinthe provides plenty of scope to create beautifully balanced cocktails and you can push it down a citrus, floral or spicy route in – it is really versatile. We’re looking forward to seeing what our friends in the trade can concoct with this liquid.”

Will Hendrick’s, one of the brands credited with spearheading the ‘Ginassaince’ work similar magic for the absinthe category?

Only time will tell…



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