TANQUERAY LONDON DRY GIN LAUNCHES 'CLASSIC OR NOTHING' CAMPAIGN: A BOLD DECLARATION THAT CELEBRATES THE ENDURING INFLUENCE OF TIME-HONORED CLASSICS AND THE LEGENDS THAT CHOOSE THEM

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Tanqueray London Dry Gin, the #1 Gin in the US and 7-time winner of the bartender's choice award, launches its new 'Classic or Nothing' campaign to reinforce its position as the classic choice for cocktail enthusiasts. The social-first campaign celebrates the brand's nearly 200-year legacy while appealing to a new generation of cocktail lovers.

The campaign features a refreshed visual identity and will be executed through digital media, events, and retail experiences. To showcase this initiative, Tanqueray introduced the 'Classic or Nothing Diner' experiential footprint, which debuted at the Austin Food & Wine Festival and appeared at MetLife Stadium's FanZone, featuring NFL legend Hakeem Nicks. The experience combines classic American diner culture with signature Tanqueray cocktails like dirty martinis and Tom Collins.

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 15^th, 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

FAQ

What is Tanqueray's 'Classic or Nothing' campaign about?

The 'Classic or Nothing' campaign is a marketing initiative that celebrates Tanqueray's legacy as a classic gin brand, featuring digital media, events, and retail experiences aimed at both existing gin enthusiasts and newcomers to the category.

Where has the Tanqueray 'Classic or Nothing Diner' been featured?

The 'Classic or Nothing Diner' has been featured at the Austin Food & Wine Festival in November and at MetLife Stadium's FanZone on December 15th.

What cocktails are highlighted in Tanqueray's new campaign?

The campaign highlights classic cocktails including the Martini, Negroni, Dirty Martini, and Tom Collins, all featuring Tanqueray London Dry Gin.

What accolades does Tanqueray currently hold in the US market?

Tanqueray is currently the #1 Gin in the US according to Nielsen/NABCA data and has won the bartender's choice award by Drinks International seven times.

What special pairing did Tanqueray offer at the MetLife Stadium event?

Tanqueray offered a 'Martinis & Fries' pairing, featuring classic cocktails with 'dirty fries' topped with fried chicken and spicy honey mustard sauce.