You are Gin Commander of Special Operations, a lofty title. How would you describe your role and what you do?
Quite simply, I seek out the most unusual people, places and happenings across our country (and globe!) -- and look for opportunities to share a tipple or two of our wonderfully peculiar gin! I really might be the most fortunate chap on the planet. I get to explore all things curious, odd, and bizarre and entice others to do the same. My official role as Gin Commander of Special Operations, ties into my lifestyle as well as the levels of creativity that come with pushing boundaries and creating delightfully disruptive programming.
How did you begin working with Hendrick's?
About 4 years ago, I was hired to design and execute the Hendricks “Boneshaker Bar” at Newport
My official role as Gin Commander of Special Operations, ties into my lifestyle as well as the levels of creativity that come with pushing boundaries and creating delightfully disruptive programming.
Boat Show —and I’ve been working on this impossibly wonderful gin, joyfully spreading it’s unusualness ever since. Obviously, it was love at first site —and taste, as I naturally developed a strong connection to Hendricks’ distinct sensibilities.
The brand has some unique quirks. How do you move from these cues to decide on what experiences best express the identity of the gin itself and the underlying story?
Our peculiar and unusual tendencies commence at the beginning of our magical gin making process. Our crafty master distiller Leslie Gracie (with long flowing grey hair almost 11 cucumbers long!) has perfected the Hendricks secret recipe and process, so from the first bottle, we knew it was never going to be just any gin.
We’ve always believed that the deep inside our dark mystical apothecary bottle there is a brilliantly peculiar world trapped inside. That’s the exact experience we try to recreate with every event, experience, interaction a friend or fan has with the brand. It’s like they’ve walked into a parallel universe or they’ve just bumped into someone from that parallel universe, and they get such a uniquely memorable experience during that brief interaction it’s impossible for them to walk away without a certain bemused fascination – or at least ask walk away asking themselves what the hell just happened?