Source: Diageo

Tanqueray has been a top seller for Diageo over recent years

Diageo looks set to expand its Tanqueray gin brand with a new ‘Royale’ sub-brand.

The spirits giant applied to register Tanqueray Royale with the Intellectual Property Office this week, and is seeking a class 33 trademark for alcoholic drinks except beers.

Diageo did not comment when approached by The Grocer.

Tanqueray has been a top seller for Diageo over recent years: its core London Dry SKU grew by 10.3% this year to £48.2m, adding £4.5m to its value [Nielsen 52 w/e 5 September 2020]. 

Its Flor de Sevilla spin-off orange gin has fallen out of favour, however. In August 2019 it was one of the spirits category’s fastest growing SKUs and was up £12.1m after just over a year on the market [Nielsen 52 w/e 10 August 2019]. This year its sales have slumped 11.6%, falling £1.8m to £13.9m [52 w/e 5 September].

Last year also saw the Tanqueray brand expand into RTDs, when Diageo poured both the London Dry and Flor de Sevilla gins into pre-mixed 275ml cocktails.

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