Tanqueray

Tanqueray is a brand of gin produced by Diageo plc and marketed worldwide. Although it originated in England, it is now produced in Scotland. It does not command a sizable market share in its native market, but its largest market is in the United States, where it is the highest selling gin import, followed by southern Europe.^[1]

Tanqueray is a London dry gin; it is so called because of its distillation process, as well as originating in Bloomsbury, London. London dry gin is made by means of double distillation of grain. Botanicals are added during the second distillation. The recipe is a closely guarded trade secret, although it is known to contain four botanicals (juniper, coriander, angelica root and liquorice).

It is one of Diageo's 16 "strategic brands" earmarked for prioritisation in promotion and distribution worldwide.^[1] It sells roughly two million 9-litre cases every year.^[1]

History

Tanqueray gin was initially distilled in 1830 by Charles Tanqueray^[2] in the Bloomsbury district of London.^[3] The retail outlet of Edward & Charles Tanqueray & Co was established on Vine Street, London in 1838. When Charles died in 1868, his son Charles Waugh Tanqueray inherited the distillery,^[4] which continued to operate until it was severely damaged during World War II. The only facility to survive the Axis bombing, now known as "Old Tom," has since been moved to Cameron Bridge, Scotland.

Products

A bottle of Tanqueray Rangpur gin.

Tanqueray London Dry Gin is the original product that was launched in 1830; its key botanicals are juniper, coriander, angelica root and liquorice. It is variously sold at:

• Special Dry 47.3% ABV (United States and Canada)
• Export Strength 43.1% ABV (United Kingdom and Sweden^[5])
• 40% ABV (Australia, Canada, and New Zealand)

Tanqueray No. Ten (47.3%) was introduced in 2000 and is targeted at the martini market.^[6] It is distilled four times.

Tanqueray Sterling Vodka was introduced in 1989 and is available in both neutral and citrus flavours. Its main market is the United States.

Tanqueray Rangpur Gin was introduced in Maryland, Delaware, and Washington, D.C. in the summer of 2006. It has a strong lime flavour, the result of rangpur limes, ginger, and bay leaves being added during the final distillation process. It is produced at 82.6 proof (41.3% abv) and is now available throughout the United States.

Tanqueray Malacca Gin was introduced in 1997 as a "wetter" alternative to the London Dry, with more sweetness and a stronger fruit palate (most notably grapefruit). Discontinued in 2001, Diageo announced on 12 December 2012 (12/12/12)^[7] that a 16,000-case limited edition of Tanqueray Malacca would be relaunched in the US, Great Britain and Western Europe for February 2013.^[8]

Past offerings from Tanqueray also include both orange and lemon gins, produced from 1937 until 1957, when both were phased out.^[9]

Notable spirit ratings for Tanqueray included a string of Double Golds (for its basic London Dry) for 2005-2007 from the San Francisco World Spirits Competition. Later years' competitions saw Tanqueray win a string of silver medals and then another double gold in 2012.^[10] Wine Enthusiast rated the London Dry in its "96-100" category in 2007, but gave it a "90-95" in 2011.^[10]

Advertising

“Tony Sinclair” was a fictional, highly esteemed socialite who was Tanqueray’s spokes-character in the United States for several years.^[11] Sinclair’s catchphrase at the end of every commercial was “Ready to Tanqueray?” followed by a manic laugh. When he appeared on-screen in television commercials, he was portrayed by Rodney Mason as a madcap socialite of Black British descent.

References

Notes

• Williams, Olivia (2014). Gin Glorious Gin: How Mother's Ruin Became the Spirit of London. London: Headline Publishing Group ISBN 978-1-4722-1534-5

External links

• Official website of Tanqueray gin
• Tanqueray on thebar UK, owned by Diageo