Tanqueray No Ten fuels gin growth with bar partnerships

Blossom City Coq d'Argent Blossom Tini

Diageo Reserve is working with a series of venues around London on partnerships for its super-premium gin Tanqueray No Ten this summer.

The summer terrace experiences include a gin terrace at Swingers in London, the crazy golf-themed cocktail bar and food outlet’s first permanent site. Open now, the gin bar is selling an exclusive range of cocktails as well as a classic Tanqueray No Ten and Tonic with its signature grapefruit wedge.

At Coq d’Argent in the City, Tanqueray No Ten is a partner in its Blossom City menu which includes cocktails such as the BlossomTini (pictured), combining the gin with raspberries, hibiscus syrup, lemon juice and egg white.

Tanqueray brand ambassador Tim Homewood has also worked with Gaucho restaurants around the capital on bespoke terrace cocktail menus which will be available throughout the summer.

At Searcys at The Gherkin, bar manager Federico Geniale has developed a limited-edition cocktail menu which will be available for guests at its Summer Sky Riviera pop-up from July 25 to September 2.

Tim said: “Consumer interest in gin is at an all-time high and I am incredibly proud to be working with such fantastic accounts to celebrate the classic summer spirit.

“It’s incredibly important that we support the trade, to engage with and educate consumers about gin to help them discover more of this wonderful category. I am really excited to see all of these activations come to life and hopefully welcome new drinkers to Tanqueray No Ten and the category as a whole.”

According to CGA Strategy research, Tanqueray No Ten has seen positive growth of 31.7% and 30.5% year on year by volume and value respectively in the on-trade.

Nick Temperley, head of Diageo Reserve GB, said: “The gin renaissance has been a remarkable movement and recruited many new people into the category.

“At Diageo Reserve, we are committed to the growth of our world-class brands and to supporting the trade. We’re confident that the Tanqueray No Ten partnerships will provide yet another way that consumers can enjoy great gin drinks in wonderful surroundings. This summer will once again, I’m sure, be the summer of gin.”

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