The new campaign will cement Tanqueray as the
audaciously classic choice by showcasing the brand's history of
boldness and iconicity to appeal to the new generation of cocktail
lovers.
NEW
YORK, Dec. 18, 2024 /PRNewswire/ -- Tanqueray London Dry Gin, the #1 Gin in the US
(Nielsen/NABCA) and 7-time winner of the bartender's choice award
by Drinks International, is an icon that is known for its unique
blend of botanicals and its ability to elevate timeless drinks like
the Martini and Negroni. With a recipe loved by generations, its
enduring appeal is a testament to its quality, heritage, and
craftsmanship, making it a true classic in cocktail culture and
beyond.
With the launch of the "Classic or Nothing" campaign, Tanqueray
will celebrate its legacy alongside other timeless icons across
culture that have stood the test of time. The new campaign
champions individuals who dare to swim against the tide and
audaciously choose the classics, embracing quality over trend. It's
a bold declaration that some things—like a dirty martini
with Tanqueray's award-winning London Dry Gin—never go out of
style.
The social-first campaign introduces a fresh, vibrant look that
propels the brand into modern culture while staying true to its
rich heritage. "Classic or Nothing" makes a bold statement for all
that's timeless, featuring clean and striking visuals paired with a
refreshed color palette. The campaign will come to life through
various marketing activations, including digital media,
engaging events, and eye-catching retail experiences designed to
connect with existing Gin lovers as well as cocktail lovers who are
new to the category.
"'Classic or Nothing' is more than just a tagline; it is
the declaration of legends who know what they want and won't be
convinced otherwise," says Devaunshi Mahadevia, Director of Gin at
DIAGEO North America. "Doubling down on Tanqueray's nearly 200
years of quality credentials, our gin stands out in a category of
young experiments. With this campaign, we are looking to deliver on
a cultural return to classics, honoring our legacy of great
cocktails."
To kick off this new platform, Tanqueray debuted a new
non-premise experiential footprint called the "Classic or Nothing
Diner" at Austin Food & Wine Festival in November. The
footprint celebrates the coming together of two Classic experiences
- the quintessential American diner and a Tanqueray Gin
cocktail.
On December 15th, the
'Classic or Nothing' Diner delighted guests 21+ at MetLife
Stadium's 'FanZone' ahead of Sunday's game. The experience featured
a delicious twist to a beloved classic duo–Martinis &
Fries–with a guest appearance from New York Giants legend,
Hakeem Nicks. Guests savored classic
cocktails including the Tanqueray dirty martini and Nicks'
favorite, a Tom Collins, paired with
"dirty fries"— French fries topped with fried chicken and drizzled
with a spicy honey mustard—a tribute to his North Carolina roots.
Tanqueray will continue to take the Classic or Nothing Diner on
the road to honor classic rituals and inspire the choice of classic
gin cocktails no matter what the occasion, while continuing to
foster community engagement through unique pairings, partnerships,
and celebrating bold choices.
To keep up with Tanqueray's journey and find out where the
Classic or Nothing Diner will pop up next, follow @TanquerayUSA on
Instagram. Whether you're a longtime fan or just starting to
explore the world of gin, Tanqueray invites everyone to raise a
glass to the classics.
ABOUT TANQUERAY
Over 180 years ago Charles Tanqueray
was on a mission to create the world's finest gin. He set up his
distillery in Bloomsbury, London in 1830 and, after years of
experimentation and searching for the finest ingredients,
Tanqueray London Dry was born. Since
then, Tanqueray has continued to be driven by Charles' spirit of
exploration and innovation and we now have a portfolio including
Tanqueray No. TEN, Tanqueray Rangpur, Tanqueray Sevilla Orange and limited editions
inspired by Charles' recipes.
It is this rich heritage and unshakeable attention to quality
that makes Tanqueray stand out against all others and has also
led to Tanqueray winning numerous prestigious awards, including
being named the 'Bartenders' Choice' in Drinks International Brand
Report 2023.
Additional information about the Tanqueray brand can be
found at http://www.TANQUERAY.com.
ABOUT DIAGEO NORTH
AMERICA
Diageo is a global leader in beverage alcohol
with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands,
and performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow at Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
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SOURCE DIAGEO North America