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William Grant & Sons has launched the first TV advert in the UK for Hendrick's Gin as part of a GBP2m (US$2.7m) festive campaign.

The new ad, a short animation, will run in the country from today, William Grant said. The commercial aligns with Hendrick's Victorian-style marketing and depicts a shark butler discovering a secret world through a martini-glass-shaped crack in the wall.

Ifan Jenkins, UK marketing director at William Grant, said the ad targets seasonal consumers in the run-up to Christmas, a major selling period for gin in the UK. The ad links to a wider activation for Hendrick's that includes out-of-home, social media, search, PR and in-store activity.

"This will ensure gin drinkers have Hendrick's top of mind when they look to gift, indulge or share a tipple or two this Christmas," Jenkins said.

In October, just-drinks reported that William Grant CEO Simon Hunt had left the company after five years at the helm. Hunt has been replaced in the interim by group chair Glenn Gordon and CFO Giles Wilson.

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