GLOBAL: Diageo set to revamp Tanqueray gin offering

By just-drinks.com editorial team | 25 March 2008

Diageo is lining up a packaging revamp of its Tanqueray gin brand, just-drinks understands.

A source close to the company has told just-drinks today (20 March) that Tanqueray will be the subject of a packaging upgrade "within the next calendar year".

The current bottle, which resembles a cocktail shaker, was released five years ago. The brand was bolstered in the summer of 2006 by a portfolio addition, Tanqueray Rangpur, which was initially launched in the US.

In February, the company highlighted Tanqueray's performance in North America, which is the gin's "absolute power base", according to the company. The brand is one of Diageo's eight global priority brands, along with Johnnie Walker and Guinness, among others.

When contacted by just-drinks, a spokesperson for Diageo declined to confirm its specific plans for Tanqueray. "We have an ongoing programme of renovation of packaging across our brands, each one of which is designed to remain relevant to the consumers we are targeting," the spokesperson said.

Sectors: Spirits

Companies: Tanqueray, Diageo, Johnnie Walker, Guinness