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Welcome to Advert Age Remotely, a streamed video section specializing in the problems of the day.

On this dwell episode of Advert Age Remotely, E.J. Schultz is joined by Harvey Purchese, senior VP of promoting at liquor marketer William Grant & Sons, whose manufacturers embrace Hendrick’s Gin, Balvenie and Glenfiddich Malt whiskies, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whisky, Milagro Tequila and Reyka Vodka.

We get behind Hendrick’s quirky advert method, which has included stunts just like the Hendrick’s High Wheel,” a decidedly old style train bike. It is a part of the model’s Luddite advertising shtick, which has included the Horatio, a “somewhat smart” speaker and the Hendrick’s Streaming Service, which consists of movies of precise streams—yes, running water. Purchese can even talk about how the marketer is conserving its different manufacturers front-and-center because the all-important vacation liquor retailing season kicks into gear.