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Tanqueray No. Ten redesigned by Design Bridge

Tanqueray No. Ten gin has been given a new bottle created by Design Bridge, the London-based agency. Brand owner Diageo, explains the new look as being “in celebration of the fresh whole citrus fruits that have always defined the spirit”. Ten deep facets flow down the green bottle and meet at the base in the shape of a citrus squeezer.

The new bottle shape also resembles the cocktail shaker profile that Tanqueray London Dry Gin was given when it was redesigned July 2009. The bottle for the more premium Tanqueray No. Ten gin  – targeted at the Martini cocktail drinker – was always a very different shape to the regular gin, and previously stood tall in a slim, tapered and faceted green bottle (see picture below).

Tanqueray No. Ten's new Art Deco-style bottle (pictured top) reflects the streamlined glamour and cocktail culture of the era, and the familiar scarlet seal and signature of founder Charles Tanqueray continue to serve as stamps of approval of the gin’s premium quality.  

The citrus squeezer shape at the base of the bottle and the lighter colour glass reflect the flavour profile of Tanqueray No. Ten. Distilled in small batches by master distiller Tom Nichol, it is has whole fresh oranges, grapefruits and limes at its heart.

“The new bottle reignites a passion for truly sophisticated Martini cocktails,”says Barrie Wilson, Tanqueray global ambassador. “We are currently seeing a booming desire for classic cocktails and the Martini cocktail in particular, a trend we see continuing to blossom in 2014. I couldn’t think of a more sophisticated and extraordinary gin for such a simple, yet beautiful cocktail.”

The new Tanqueray No. Ten bottle is available in the US from February and worldwide later this spring.

Tanqueray No. Ten has won numerous awards since its launch in 2000. In 2003 it had unprecedented wins as ‘Best White Spirit' three times in a row at the San Francisco World Spirits competition – the only gin to receive this accolade.


24 February 2014 - Felicity Murray The Drinks Report, editor