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If Win Without Pitching Made Gin...

...we would make Hendrick's Gin.

Hendrick's infuses cucumber and rose petal into their gin, in addition to some of the more traditional botanical. Everything about the gin, it's packaging and all aspects of the company's communication, is about setting itself apart, telling prospects It's an odd, sophisticated taste - you probably won't like it...

Part of the Win Without Pitching approach is to state your clearly articulated claim of expertise, uncover a need, then look for every possible reason why there might not be a fit between the two. 

Behold the Hendrick's language:

"Loved by a tiny handful of people all over the world."

"It is not for everyone."

"Like two people in love, it's not enough that you are right for Hendrick's and Hendrick's is right for you. You must encounter Hendrick's at the right time in your life - when you're capable of being open to new possibilities..."

"To balance all that is commonplace, we have made a strange gin. Yet the same strangeness that frightens some, attracts others. No other gin tastes like Hendrick's, and this truth only enhances the experience."

They make the claim the Hendrick's Martini is "Preferred by 1 out of every 1,000 gin drinkers," then go on to say, "Fine by us. It's not easy making this stuff."

The good news is the gin walks the talk. It's flavor really is distinct.

Check out Hendricks at cucumbergin.com.