The campaign follows the release of the brand’s first permanent addition to the line-up in nearly a decade, Another Hendrick’s.
Known for doing things a little differently, Hendrick’s now invites South Africans to Rediscover the Original Hendrick’s and to Discover Another Hendrick’s – two expressions of the same curious spirit, each offering a distinct yet equally compelling experience. Not a replacement, nor an evolution, but a transformation – one that exists alongside the original, not above it.
This moment is brought to life through a distinctly South African cultural lens, anchored in a collaboration with ERA by DJ Zinhle – a Black female-owned fashion platform that celebrates individuality and modern African luxury.
The partnership reflects a shared ethos of craft, creativity and female-led innovation – a narrative that begins at the very heart of Hendrick’s itself, with Master Distiller Lesley Gracie, whose pioneering approach continues to shape the brand’s unmistakable character.
At the centre of the campaign is actress and long-standing friend of the brand, Buhle Samuels, who guides guests through an immersive journey of discovery alongside digital creator Yoliswa Mqoco, whose fresh perspective and contemporary voice bring the spirit of “Another” to life.
Together, the two personalities embody the campaign’s central narrative: rediscovering the familiar while remaining open to new expressions of creativity, style and self-discovery.
“What I love about Another Hendrick’s is that it doesn’t ask you to choose – it invites you to explore. It’s a different expression of the same world, and that’s exactly how I see creativity. There’s always another layer to discover,” says Samuels.
“For me, ‘Another’ is about embracing the parts of yourself that evolve over time,” says Mqoco. “It’s about discovery, stepping outside of the expected, and finding beauty in new experiences while still honouring who you’ve always been.”
The experience also features a first-time musical collaboration between DJ Zinhle and Moozlie, bringing together a fusion of deep house and hip-hop in a live sonic expression of two worlds colliding – distinct in identity, yet seamlessly connected in spirit.
“ERA was built on self-expression and individuality, which is why this partnership with Hendrick’s made perfect sense. It’s a brand that celebrates doing things differently – and together, we’re able to bring that to life through culture, music and fashion in a way that feels both elevated and authentic,” says Zinhle.
Beyond the experience, the campaign extends nationally through a purchase-led mechanic at participating premium on-trade venues. Consumers are invited to order a serve of Another Hendrick’s, rediscover Hendrick’s Original, and receive a curated fashion accessory from ERA – bringing the collaboration to life in a tangible and wearable way.
Select venues will feature immersive Hendrick’s activations, with consumers also standing the chance to win an ERA voucher to the value of R10,000, further reinforcing the nexus of flavour, fashion and self-expression.
This is not about choosing one over the other. It is about discovering both.
And perhaps, discovering something new in the process.
***As you Rediscover the Original and Discover Another, please drink the unusual responsibly. Not for persons under the age of 18***
