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Through smart brand partnerships and the sponsorship of some of London’s most curious parties and events, boutique Scottish distiller Hendrick’s Gin has been able to shake up a conservative gin market, positioning the drink as the choice of hip, stylish 20- and 30somethings. A game of croquet, a spot of burlesque, a masked ball complete with gold tie-on pig snouts – it’s all in a day’s work for the maker of premium spirits.
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