Hendrick's Gin
New-to-brand orders, with conversion up 70%
Toucan partnered with William Grant & Sons to elevate Hendrick's Gin from standard A+ content to a Premium A+ experience, making sure the brand's distinctive and iconic world was fully translated onto Amazon. Designed for European markets, the refreshed content enhances storytelling, visual impact and navigation, bringing consistency between the off-platform brand identity and the on-platform execution.
What stood in the way
- Standard A+ modules could not carry the detail or atmosphere of the Hendrick's brand world.
- A visible gap between the off-platform brand identity and how it looked on Amazon.
- Storytelling and navigation limited by the module set available in standard A+.
- Content had to hold across five European markets without being rebuilt for each one.
- Limited cross-sell between the Neptunia release and the wider Hendrick's range.
What we did about it
- Upgrading to Premium A+ to unlock a double banner key visual and richer art direction.
- Building scrollable product modules, recipe cards and an enhanced comparison chart.
- Adding cross-sell and upsell modules that open up the wider Hendrick's range.
What changed
By introducing richer visuals, modular content and stronger cross-sell opportunities, the new experience did more than strengthen brand positioning. It turned the product page into a brand destination rather than a specification sheet, and delivered significant performance uplift across new-to-brand orders, conversion and sales.
