A branded experience (and a half)

Last night I was lucky enough to attend a Hendicks Gin party at the glorious Wiltons Music Hall.

As small small indication of just how bloody incredible the evening was, the picture above is an ice-filled bathtub in Wilton’s foyer. The taps, when turned by a beautifully groomed man in a top hat, pour Hendricks Gin.

My evening, was the shiz, and naturally, it got me thinking about work.

This is my second Hendricks experience and I can now conclude with confidence that they are hot. Sizzling hot. Hendricks understand the power of experiential marketing, careful targetting and how to do it all with understated style. Yes, they gave me cocktails, but I drank the cocktails without being swamped with logo-emblazoned goods, they spared me the customer survey and didn’t so much as ask for my email address.

Marketing types can learn a lot from these people (cocktail-making aside). But probably the most important lesson of all is to choose your partner carefully. Hendricks partnership with Wiltons Music Hall is like a compatibility overload – this is written-in-the-stars kind of perfect.

For those of you who don’t yet know Wiltons, it’s a treasure nestled near Tower Bridge.

The space is breathtaking – heavy with history and ambiance. Perfect for the Victoriana chic of the Hendricks brand. Hendricks are wise enough to know that sizzling hot though they may be, this venue gave them instant credibility and a charm you couldn’t find anywhere else.

There is talk that there may be more of these evenings in the future. In the meanwhile, everyone in London should put a night aside for some magical Wiltons action. To find out what’s going on, follow the theatre on Twitter and become a fan on Facebook.