Hendrick's gin, which is distributed by William Grant & Sons, has relaunched its website as the "Curiositorium," with quirky content meant to further define the brand as "a most unusual gin." The site, which was built by LBi, New York, based on creative developed by Quaker City Mercantile, Philadelphia, is part of a renewed push by makers of premium gin to raise the spirit's profile among vodka and other rivals.

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