There's something quietly radical about refusing to choose. In a world that constantly demands we pick sides, declare preferences, commit to one thing over another, Hendrick's Gin has arrived with a different proposition entirely: why not both?

The beloved Scottish gin, the one with the roses and cucumbers, the top hats and the general air of delightful eccentricity, has just introduced its first permanent new expression in nearly a decade. Meet Another Hendrick's. Not a sequel, not an upgrade, and emphatically not a replacement. Think of it less as a second chapter and more as a parallel story: same curious spirit, different point of view.

To bring this idea to life in South Africa, the brand did what any self-respecting purveyor of the unusual would do it went looking for kindred spirits.

The campaign's creative anchor is a collaboration with ERA by DJ Zinhle, the Black female-owned fashion platform that has become synonymous with a particular kind of modern African luxury: considered, confident, and entirely its own. The pairing feels less like a brand partnership and more like a natural introduction between two entities that were always going to find each other.

"ERA was built on self-expression and individuality, which is why this partnership made perfect sense," says Zinhle. "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."

At the heart of it all is the fact that Hendrick's itself is shaped by a woman, Master Distiller Lesley Gracie, whose pioneering approach has defined the brand's singular character from the very beginning. The ERA collaboration, then, isn't just aesthetically aligned. It's philosophically so.

Actress Buhle Samuels, a friend of the brand, steps into the role of guide, leading guests through an immersive journey of discovery. Alongside her is digital creator Yoliswa Mqoco, whose contemporary lens captures exactly what Another is really about.

"What I love about Another Hendrick's is that it doesn't ask you to choose; it invites you to explore," says Samuels. "It's a different expression of the same world, and that's exactly how I see creativity. There's always another layer to uncover."

Mqoco puts it just as beautifully: "For me, Another is about embracing the parts of yourself that evolve over time. It's about stepping outside of the expected and finding beauty in new experiences while still honouring who you've always been."

It's the kind of thinking that makes you want to pour a drink and sit with it for a while.

No South African cultural moment is complete without music, and this one delivers. DJ Zinhle and rapper Moozlie come together for a first-time musical collaboration, with deep house meeting hip-hop in a live sonic collision that perfectly mirrors the campaign's central thesis. Distinct in identity, seamlessly connected in spirit.

Beyond the experience, the campaign extends to premium venues nationwide, where ordering a serve of Another Hendrick's or rediscovering the Original earns you a curated ERA fashion accessory. A wearable piece of the collaboration, something to carry the memory of the evening out into the world.

Selected venues will also feature full Hendrick's activations, with the chance to win an ERA voucher worth R10,000, because why should the unusual stop at the bar?

This is not about choosing one over the other. It is about discovering both. And perhaps, in the process, discovering something new in yourself.

Rediscover the Original and Discover Another - please drink the unusual responsibly. Not for persons under the age of 18.