Oasium springing out from a desert oasis

If there were ever a perfect anthem for the launch of Hendrick’s limited-edition gin Oasium, it would be ‘Desert Rose’ by Sting. That’s because the drink is inspired by Master Distiller Lesley Gracie’s surreal journey through a desert oasis. As Hendrick’s continues to build its fantastical Cabinet of Curiosities, Lesley’s quest remains constant: to craft liquid expressions of wonder that resonate deeply with consumers. No surprise then that Ally Martin, Global Brand Ambassador - Hendrick’s Gin, William Grant & Sons, calls Oasium one of their most exciting launches, a refreshing spirit that vividly channels the imagery and mystique of an oasis in full bloom.

A visit to a desert oasis and an impromptu game of camel polo may seem like unlikely elements to inspire the creation of a new gin but that’s exactly what happened. The limited-edition Hendrick’s Gin Oasium was born from Lesley’s Gracie’s whimsical journey to a desert oasis, where she encountered a lush paradise brimming with aromatic herbs and vibrant fruits. This unique adventure sparked the creation of a gin that captures the essence of that vivid oasis experience, translating it into a refreshing and exotic spirit designed to surprise and delight gin lovers.

What sets Oasium apart from previous Hendrick’s releases is its bold blend of desert-inspired botanicals, which adds a new dimension to the brand’s signature style. While retaining its classic juniper and cucumber notes, Oasium introduces bright citrus and herbal elements that enhance its crisp, verdant character. In true Hendrick’s fashion, the exact ingredients remain a secret, allowing its mysterious, complex flavour profile to take centre stage. Balancing innovation with heritage, Oasium represents a harmonious evolution of the brand’s iconic identity. 

Oasium in India

Launching Oasium in India aligns seamlessly with Hendrick’s strategy of leading with curiosity, craftsmanship, and innovation in rapidly evolving markets. “India’s gin market is undergoing a remarkable transformation, driven by a booming cocktail culture, growing disposable incomes, and a rising appetite for premium and super-premium spirits. Launching Oasium at a time when Indian consumers are actively seeking unique, flavour-forward gins allows us to engage this increasingly sophisticated audience with a story-rich, high-quality spirit unlike anything else in the market,” says Ally Martin, Global Brand Ambassador - Hendrick’s Gin, William Grant & Sons.

Strategically, this launch reflects Hendrick’s commitment to staying ahead of emerging trends and responding to the demand for authenticity and creativity in spirits. Oasium offers Indian consumers more than just a drink; it delivers an immersive experience that taps into their interest in mixology, artisanal offerings, and global flavour profiles. A summer debut further reinforces its refreshing character, giving consumers greater choice within the brand’s portfolio of Cabinet of Curiosities. 

Cabinet of Curiosities

The Cabinet of Curiosities embodies Hendrick’s dedication to exploration, creativity, and flavour experimentation. Conceived by Lesley in 2019, it serves as a platform for limitededition expressions that push the boundaries of traditional ginmaking. Each release is inspired by Lesley’s eccentric adventures — whether it’s camel polo in the desert or coastal wanders — and transforms unexpected moments into distinctive, small-batch gins that celebrate the peculiar and sublime. It’s this blend of curiosity and craftsmanship that sets the Cabinet of Curiosities apart as a space where whimsy meets precision.

Functioning as both a creative laboratory and a storytelling engine, the Cabinet of Curiosities continues to shape the brand’s identity. Gins like Oasium reflect this spirit of invention. “While our base remains rooted in the original rose-and-cucumber expression, each variant introduces a bold twist through rare botanicals and evocative themes. It’s not just about flavour innovation, but about inviting drinkers into an imaginative world where every bottle tells a story and every sip evokes wonder,” notes Ally. 

Gin-surgence in India

India has traditionally been a whisky-dominant market. However, in the past few years white spirits, especially craft gin, have experienced tremendous growth. Numerous homegrown brands have emerged, driven by a new wave of curious, discerning consumers, particularly in urban centres like Mumbai, Delhi, and Bengaluru. “The shift from brown spirits to white ones, especially gin, reflects a broader cultural movement towards cocktails, social mixology, and premiumisation,” Ally points out.

Craft gin’s appeal lies in its versatility, lighter profile, and the opportunity it offers to explore complex botanical flavours, making it especially attractive to younger, experience-seeking consumers. 

Bartenders: The Marketing Frontmen

Bartenders are the soul of the Hendrick’s Gin’s experience, the frontline storytellers who bring its gins to life in the most imaginative ways. That’s why the brand invests deeply in bartender engagement through masterclasses, trainings, and exclusive previews of the Cabinet of Curiosities editions.

By equipping bartenders with the tools, knowledge, and creative platforms they need to excel, Hendrick’s fosters a sense of collaboration. Thus, on-trade is not merely a sales channel; it is a vital community, crucial for brand discovery, consumer engagement, and long-term loyalty

East vs West

In mature markets like the UK and Western Europe, there is a strong appreciation for craft and botanical nuance. Consumers often enjoy their gin neat or in classic cocktails, seeking distinctive flavour profiles. “In contrast, emerging markets like India are witnessing a vibrant rise in cocktail culture, especially in urban centres. Here, gin is increasingly perceived as a versatile spirit, perfect for refreshing long serves like gin and tonic or playful cocktails using local ingredients,” Ally states. Consumers in these markets are drawn to innovation, provenance, and immersive brand stories.

Another key difference is how consumers engage with the brand experience itself. While discovery in Western markets may be driven by connoisseurship and tradition, in Asia and the Middle East it is often fuelled by lifestyle trends, social media, and experiential activations.