This is the long-term case of how Hendrick’s, a gin brand with remarkably distinct branding that often seems to defy conventional wisdom, disrupted its category and created a new super premium segment. It explains how Hendrick’s has grown value sales in every non-pandemic year since 2000, selling gin worth a total of $5bn. The brand’s super-premium price added $1.79bn more in sales value than if it had used the previous premium gin price point. It is estimated that since 2015 mass market communications has generated a $2.83 profit for every $1 invested, making Hendrick’s a 'most unusual gin'.