Hendrick’s invites consumers to trade cucumbers for G&Ts

In celebration of World Cucumber Day on 14 June, gin brand Hendrick’s has partnered with UK on-trade accounts to offer customers a Hendrick’s G&T in exchange for a cucumber.

Select Young’s, Balls Brothers and Alchemist bars and pubs will accept cucumbers “of any species” as currency in exchange for a Hendrick’s & Tonic serve during what is slated to be the world’s first dedicated Cucumber Hour.

The brand recently partnered with cucumber scientist Graham Brown from the University of Sydney in a bid to “quantify the sensitivity of cucumbers”, and found that the vegetable grew larger and juicier as a result of unconventional growth methods.

Hendrick’s revealed that cucumbers “love rock music, loathe jazz, have a liking for the smell of dill and taste sweeter if swaddled in mini sleeping bags”.

Duncan McRae, Hendrick’s global ambassador, said: “For many years now Hendrick’s has sought to elevate the many enigmatic qualities of the unassuming cucumber, due to the role it plays in our most unusual gin alongside the Bulgarian rose.

“Mr Brown’s research illustrates that plants are intelligent and responsive. It means humans can have a deep and meaningful relationship with our most prominent infusion and preferred garnish – the cucumber.

“At Hendrick’s we have been dreaming of late of a wondrous world where individuals can swap the green of cash for the green of a cucumber.

“The sensitive green fruit should be held in high esteem as a precious commodity and in observance of World Cucumber Day, we wholeheartedly encourage trading a mighty cucumber in exchange for the most palatable of libations, a Hendrick’s & Tonic.”

Following the World Cucumber Day celebration, Hendrick’s scientists will tour the UK with the Perilous Laboratory for the Absorbment of Natural Teachings (PLANT).

Through a series of experiments, PLANT aims to “extract wisdom from plants” and “educate them with human knowledge” while proving that humans and plants can “become enlightened through a bilateral connection”.

Cucumber Hour will run from 5pm to 8pm on Wednesday 14 June. The offer is limited to one Hendrick’s & Tonic per person.

In December Hendrick’s unveiled the “first-of-its-kind” Cucumber Organ of Remarkably Glorious Auditory Nirvana – the keys of which comprised 49 real cucumbers.