In celebration of World Cucumber Day that falls on June 14, leading UK gin brand Hendricks Gin (Hendrick's Gin) kicked off a special campaign where consumers can trade-in cucumbers for glasses of Gin & Tonics (G&Ts). 

Partnering with a select group of its UK on-trade accounts, the campaign sees participating bars and pubs accepting cucumbers "of any species"as currency in exchange for a serving of Hendrick's Gin & Tonic during what is slated to be the world's first dedicated Cucumber Hour.


"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," said Duncan McRae, Hendrick's global ambassador. 

The campaign comes as a result of the Hendrick's Gin brand's recent partnership with cucumber scientist Graham Brown from the University of Sydney in a bid to "quantify the sensitivity of cucumbers".

Both the firm and scientist have found that the vegetable grew larger and juicier as a result of unconventional growth methods. Hendrick's further added that cucumbers "love rock music, loathe jazz, have a liking for the smell of dill and taste sweeter if swaddled in mini sleeping bags". 

Beyond the World Cucumber Day celebrations, Hendrick's will reportedly follow this up later in December where the gin brand with unveiled the "first-of-its-kind" Cucumber Organ of Remarkably Glorious Auditory Nirvana -the keys of which comprised 49 real cucumbers.