Hendrick’s Gin has grown a new type of vegetable, an ‘Unusually Australian Cucumber’, ready for the summer drinking season down under.
The gin itself is infused with cucumber and rose and is often served garnished with a cucumber in bars. To promote it, the brand worked with CX agency Lavender to grow a special new type of cucumber with input from its fans on social media.
Over a 10-week period, at a purpose-built greenhouse at the University of Sydney, the brand will enlist the help of Robyn McConchie, professor of horticulture and pro-dean of the faculty of agriculture and environment and her team to develop a world-first harvest.
The ingredients that are used to fertilize the cucumbers will be chosen by Hendrick’s customers on the brand’s Facebook page. According to Lavender, all ingredient options had been chosen for their nutritional and ‘unusually Australian’ properties.
Professor McConchie, said: “To develop a unique cucumber variety cultivated with Australian ingredients is a testimony to the innovation of Hendrick’s. It’s never been done before, and we’re excited to be part of it.”