The ‘Grow Your Own Cuke’ initiative challenges participants to grow their own cucumbers at home, with the drinks company providing a donation to industry charity the Drinks Trust for each successful first cucumber. The cucumber is the preferred garnish for a Hendrick’s gin and tonic.
William Grant & Sons has made an initial donation of £5000 to the charity and will donate £10 for every first sprout, £20 for every first flower and £30 for every first cucumber grown. Friends and families will also be able to sponsor the participants’ green-fingered forays at a dedicated Just Giving page.
Participants can register online to receive their ‘cucumber cultivation kit’ and prizes will be awarded at a later date for achievements including ‘wonkiest cuke’ and ‘most respectable cucumber’.
The initiative is part of the William Grant & Sons Standfast campaign, which has raised thousands of pounds for hospitality industry charities over the past year.
Hendrick’s brand ambassador Sarah Berardi said: “It is surprisingly easy to grow your own cucumbers at home. I have been doing it for years, and not only do I have the most unusual gin and tonic garnish always ready at home, the plants are also particularly wonderful conversationalists.
“Furthermore, ‘getting your hands dirty’ is scientifically proven to reduce stress – so what’s not to love.”