Diageo is to roll out a new look for its Tanqueray Rangpur gin to capitalise on “phenomenal” growth in the category globally.
The new bottle features imagery based on the recipe’s citrus profile as well as a delicate border with a design inspired by the days of British rule in India, in classic Tanqueray green.
It tells a visual story of the distilled gin’s signature botanical, rangpur lime, which originated from India. For the first time it also introduces the signature of the brand’s founder, Charles Tanqueray.
With ABV of 41.3%, Tanqueray Rangpur was launched in 2006, made with botanicals including bay leaf, ginger and rangpur which is a cross between a lemon and a mandarin.
Tanqueray’s global marketing manager, Joanna Segesser, said: “It’s an extremely exciting time for gin. It’s a category which is growing at a phenomenal rate with Tanqueray at the forefront. This is the reason why we are refreshing the look and extending the reach of Tanqueray Rangpur into new countries.
“Like our founder, who searched the globe for the perfect ingredients, we believe that ‘it’s what you put in’ that matters and Tanqueray Rangpur is no different. Distilled with rare rangpur limes, the result is a distinctive zesty flavour.
“Our new look bottle reflects this rich heritage and its exotic flavour, while paying homage to the ultimate gin pioneer, Charles Tanqueray.”
Diageo archivist Jo McKerchar, Tanqueray’s “ginstorian”, explained that attention to quality and ingenuity has always been at the heart of the Tanqueray brand from the beginning. “Tanqueray’s founder, Charles Tanqueray, was an innovator in the world of gin. In 1830 he set out to make the world’s finest gin. He poured his heart into it, creating over 300 recipes in pursuit of the definitive gin. It was that same dedication and experimentation that led to the creation of Tanqueray Rangpur in 2006.
“As other younger brands begin to experiment with their gin recipes, we are proud of our successful legacy of innovation and experimentation that spans nearly two centuries.”