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Liquor marketing secrets from the creator of Hendrick's Gin

Ad Age Marketer's Brief

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Hendricks' Clients Are Confidential

We own a distillery in New Hampshire. It's probably one of the most rural distillaries in America. And we make 55 different products up there. We're well known for our gin program, I think we make some of the funnest gins in the country. But we're most known for the very strange whiskeys we make up there. The anal gland of the beaver is called Castorium; venison has been infused into it and Crab Trapper was made from an invasive species of green crab. Our process again, if you know in the spirits world, you have to deal with the TTB, which is government agency. If you can prove ethnic or historical

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