# Elegant Cocktail Culture Campaigns Hendrick's Gin and Karamo Brown Boast Valuable Consumer Content By Kalin Ned | Published 2018-10-31 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/cocktail-culture References: [hendricksgin](http://www.hendricksgin.com) & [youtube](https://www.youtube.com/watch?v=mdkE6x7Q4R8&feature=youtu.be) Cocktail culture is a thing and the Hendrick's Gin x Karamo Brown partnership delightfully showcases this in a classy and refined manner. The result is a range of digital content that builds on sophisticated notions and offers useful information to the consumer. While Hendrick's Gin focuses on cocktail culture, Karamo Brown — known as the culture expert from popular TV series 'Queer Eye,' contributed with style tips. A first of its kind partnership, the campaign highlights the productive interaction between Hendrick's Gin Brand Ambassador, Mattias Horseman, and Karamo Brown. One of the featured pieces of content shows a cocktail demonstration of the tasty Cucumber 75 — inspired by the iconic French 75 drink. Another noteworthy campaign interaction is a conversation between the two gentleman which centers around personal style and confidence. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 19% | Activity: 52% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### What Makes This Trend Stand Out - **Cocktail Culture Campaigns:** Exploring how brands can collaborate with style experts to showcase sophisticated and valuable content to consumers. - **Digital Sophistication:** Creating digital content with refined tastes and cultural understanding. - **Unique Partnerships:** Partnering with influential style experts to bring a new perspective to cocktail culture. ### Sectors Adopting This - **Alcohol:** Opportunities for alcohol brands to showcase their unique stories and cultures through sophisticated campaigns. - **Fashion and Style:** Building campaigns that focus on style tips and confidence while expanding consumer's brand knowledge. - **Digital Content Creation:** Creating value to the consumer by publishing sophisticated content built on cultural understanding. ## Related on Trend Hunter - [Influencer-Crafted Gin Cocktails](https://www.trendhunter.com/trends/tanqueray-gin-holiday.md) - [Design-Forward Gin Partnerships](https://www.trendhunter.com/trends/tanqueray-n-ten.md) - [Perception-Redefining Brand Campaigns](https://www.trendhunter.com/trends/made-for-more-campaign.md) - [Romantic Drinking Accessories](https://www.trendhunter.com/trends/gintimates.md) - [Summer-Ready Elevated Cocktail Experiences](https://www.trendhunter.com/trends/summer-cocktail-culture.md) - [Gin-Branded Gym Sets](https://www.trendhunter.com/trends/hendricks-gym.md) - [Stone Fruit-Flavored Gins](https://www.trendhunter.com/trends/hendricks-grand-cabaret.md) - [Regency Gin Campaigns](https://www.trendhunter.com/trends/tanqueray-and-bridgerton.md) - [Gin Cocktail Experiences](https://www.trendhunter.com/trends/beyond-the-pour.md)