hendrick’s gin

Jerry worked with Steven Grasse of Quaker City Mercantile (QCM) and the team at William Grant & Sons to create the Hendrick’s brand in 1999 and continues to function as lead creative director, strategist and writer. As a globally beloved gin that is “not for everyone”, Hendrick’s succeeds via absurdity, paradox, enigmas and other modalities that confound the laws of marketing (as if there were any). Jerry and Shay are currently working with QCM and the Grants team on a super secret futurist project for the brand. FYI, William Grant & Sons is a family-owned company with a deep heartful regard for the craft of distilling.