NEW YORK ( TheStreet) -- Hendrick's Gin has big plans for National Cucumber Day. As big as a blimp flying over your head.
"The cucumber is the defining botanical of Hendrick's Gin. It's what separates us from our competition. What better way to celebrate it than to make it fly for the entire U.S. to see," said Jim Ryan, national brand ambassador for Hendrick's Gin, crafted by Scottish distiller William Grant & Sons.
To celebrate National Cucumber Day -- June 14, if you forgot to mark it on your calendar -- Hendrick's constructed a custom airship in the likeness of a cucumber, which the company recommends as a garnish for its gin instead of the traditional lime. Hendrick's differs from its rivals because it infuses its gin with Bulgarian Rosa Damascena and specially selected cucumbers in addition to the traditional juniper.
Ryan said the company will be flying its cucumber dirigible for 16 weeks, touching down in select locations across the country. "I've been trying to get this to go up for just about my entire seven years on Hendrick's now," said Ryan. "This opportunity presented itself and there was no turning it down once it was in our hands."
As for the gin itself, Hendrick's is the combination of two different spirits from a pair of rare and unusual stills: the Bennet still and the Carter-Head still. Hendrick's believes it has greater control over the production process than its competitors because it distills in batches of 500 liters, far smaller than the 1,000 liters traditionally designated as a so-called small batch.
And while flying a cucumber blimp may seem a tad unusual to get the word out, Hendrick's has been employing quirky campaigns for years. In 2012 and 2013, they "Voyaged into the Unusual" and in 2014 they brought consumers into an "Emporium of the Unusual" where it visited six cities and sampled roughly 1,000 loyal drinkers per night.
"The folks that appreciate Hendrick's Gin, whether they have a bit of money or aspire to have a bit more money in their pockets, they really like the escapism that Hendrick's Gin presents. That escapism tends to be a bit unusual. We ask you to come along on a journey," said Ryan.
Ryan says gin consumption is on the rise globally, despite Irish whiskey and tequila getting the headlines.
"In the U.S., this is a category that's on fire now and Hendrick's is leading the pack in the super-premium category. When I started, the whole craft gin, craft-distilling movement, hadn't started, and now there is almost a gin made in every state in the Union."