Behind Hendrick's Gin's quirky ad approach

On this week's episode of Ad Lib, E.J. Schultz is joined by Harvey Purchese, senior VP of marketing at liquor marketer William Grant & Sons. We get behind Hendrick's quirky ad approach, which has included stunts like the "Hendrick’s High Wheel,” a decidedly old-fashioned exercise bike. It's part of the brand’s Luddite marketing shtick, which has included the Horatio, a “somewhat smart” speaker and the Hendrick’s Streaming Service, which consists of videos of actual streams—yes, running water.