Hendrick’s Gin Partners With CX Agency Lavender

Hendrick’s Gin Partners With CX Agency Lavender
SHARE
THIS



This summer, CX agency Lavender and Hendrick’s Gin are partnering to create a whole new variety of cucumber – The Unusually Australian Cucumber.

Hendrick’s is a most unusual gin, oddly infused with rose and cucumber. To champion its peculiar garnish, the noble cucumber, the brand will engage gin consumers over the coming months by rediscovering its connection with the fruit, in a world-first horticultural quest.

Over a 10-week period, at a purpose-built greenhouse at the University of Sydney, expert cucumberist Robyn McConchie, Professor of Horticulture and Pro-Dean of the Faculty of Agriculture and Environment, and her team of growers, will develop a world-first harvest of unusually Australian Cucumbers to be enjoyed across Australia this summer.

Fans of Hendrick’s Gin will help the growers choose which unusually Australian ingredients are used to fertilise the cucumbers by voting on the brand’s Facebook page. All ingredients have been chosen for their nutritional and unusually Australian properties – the end goal being an unusually Australian Cucumber.

http://bit.ly/2d7iXkG

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.”

There will be three different unusually Australian ingredient choices for Hendrick’s fans to vote on throughout the campaign, with one of these votes being Kangaroo vs Emu poop (poop is rich in Nitrogen, critical for plant growth). Once fully grown, the cucumbers will be celebrated at a fantastic harvest event, before the cucumbers are distributed for Australians to enjoy over the summer.

Lavender Executive Creative Director Marco Eychenne said: “We wanted to create a cucumber variety that was truly of Australia. We’re hoping it will pick up some unusual characteristics, adding a twist to the classic Hendrick’s, tonic and cucumber mix. The goal is for drinkers to be able to enjoy a Hendrick’s and tonic, accompanied by a slice of the cucumber they helped create.”

Cucumber fans can get voting and take part in the horticultural progress on the Hendrick’s Facebook page.

Hendrick’s is one of the world’s most loved super premium gins. Handcrafted by William Grant & Sons, Hendrick’s Gin is proudly distilled in miniscule batches in the seaside village of Girvan, Scotland, with a unique mix of botanicals before being infused with rose and cucumber. It creates a flavour unlike any other gin in the world. For more information, visit http://www.hendricksgin.com/

Please login with linkedin to comment

Hendricks Tablet App

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]