tanqueray

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Tanqueray

Sales: £21.4m Growth: +37.9%

As pages 36 and 37 make clear, gin is the driving force behind the craft spirits explosion as drinkers trade up to tipples with premium cues and heritage. Here’s more proof of Brits’ increasingly premium taste in booze: Tanqueray makes its top 100 debut on growth worth £5.9m.

“Tanqueray has had a great year, making distribution gains in the off-trade and helping to drive category value growth,” explains Diageo off trade sales director Guy Dodwell. The figures back this up. With an average price of £23.27/litre, Tanqueray London Dry is currently fetching £1.74/litre more than rival premium gin Bombay Sapphire (40).

The super premium offering No. Ten is selling for an average of £39.66/litre (down 6.2%) and has seen sales surge 141.5% to £2.5m. The only fly in the ointment is a 20.6% decline to £230k for Tanqueray Rangpur, the super premium gin infused with lime, coriander and bay.

The brand has also been boosted by global marketing campaign ‘Tonight We Tanqueray’, says Diageo. The billboard campaign is backed by a star-studded lineup including actor Idris Elba. “We’ve cultivated a campaign that brings Tanqueray’s brand values to life whilst also remaining true to the premium qualities of the gin,” said Diageo global marketing director for gins Simon Breckon at the campaign’s launch earlier this year.