Hendrick’s has unveiled a new permanent release to its collection after nine years, Another Hendrick’s, which has launched across Sainsbury’s shelves on 22 February.

The new variant features the traditional gin, which is infused with a combination of orange blossom and cacao beans, delivered in a white bottle.

This innovation is a business strategy to create a new variant that is different from the current offers within the category on the market.

Nora Torpey, Hendrick’s global brand managing director said: “Hendrick’s has always been a brand that leads with creativity and originality, subverting category norms and conventions as a matter of course.

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“The release of Another Hendrick’s supercharges this and is far more than a line extension. By releasing ‘another’ side of ourselves, we make Hendrick’s more dynamic, more culturally resonant, and more powerfully positioned to lead the next era of premium spirits growth.”

The move aims to increase the brand’s presence in the premium spirits category and marks the first variant to be launched across international markets.

The new product debut will be supported by experiential events and will also be available at on-trade and off-trade retailers.

Hendrick’s Gin & Another Hendrick’s have an ABV of 41.4 per cent and will be on sale at a recommended retail price of £33.