Hendrick’s Gin, hailing from Scotland, were facing fierce competition against 40+ locally distilled gin brands. They needed to convince Australians that they had a reason to be included in their weekend gin and tonics.
The one thing that was unique to Hendrick’s was the cucumber, used in the distillation process and as a garnish when drinking a Hendrick’s & Tonic. To give this classic drink more relevance and an Australian 'twist', gin fans around the nation were invited to help grow an Unusually Australian Cucumber - for inclusion in a brand new, uniquely Australian summer cocktail.
To assist in growing this one-of-a-kind cucumber, Hendrick’s consulted the University of Sydney and Abundant Produce to provide guidance throughout the process. They provided a brand new cucumber seed varietal and the perfect location to construct a magnificent greenhouse.
Gin fans were invited to vote for which unusual Australian ingredients should go into the cucumber's growing environment. The Hendrick’s Australian Ambassador then sourced the chosen ingredients from around the nation.
Once the ingredients arrived, Prof. McConchy from The University Of Sydney concocted the most suitable blend of emu poo, yabby shells and Simpson Desert soil. The cucumbers were fertilised for the first time.
To encourage growth, the cucumbers were serenaded with a classical cellist rendition of Waltzing Matilda. An opera singer also turned comments on social media into live operatic musings.
Famous bartenders from around Australia came together in the greenhouse to create a new cocktail inspired by the Unusually Australian Cucumber – The Hendrick’s Summer Fix.
The media, influencers and a few lucky gin fans from around Australia were invited to an exclusive Harvest event
to taste the cucumbers and The Summer Fix cocktail. Specially packed boxes of cucumbers and The Summer Fix recipe were distributed to bartenders and gin bars around Australia - for more gin fans to experience.
31% increase in sales over the summer period
