The gin brand is using a blend of social, mobile, experiential and on-trade initiatives to try and expand its appeal. Additionally, it has partnered with London city guide The Nudge to offer two-for-one #TanquerayThursdays every week at participating bars.
It hosted a “Tanqueray Tones” music pop-up in central London earlier this month, bringing together jazz music and vintage fashion to accelerate the plan and celebrate World Gin Day. The event, organised by DeVries Slam, signals the decadent, sophisticated tone Diageo is moving towards as it looks to take advantage of a category on the comeback.
Gin has been viewed as drink for the elderly and the alcoholic in recent years but now, thanks to innovation from artisan producers, is being seen as more fashionable. Younger, discerning drinkers nationwide are flocking to the category, according to Diageo, giving it the opportunity to bolster its share of a market fast becoming over-saturated.
Apparently there is not enough demand to allow all brands to flourish. Euromonitor data shows flat growth in terms of value (0.1 per cent) and volume (1.6 per cent) globally for the next five years. In fact the category declined by 3.4% in 2012, despite increased interest in craft spirits in the UK, Germany and the US.
Marketing Week caught up with Joanne Segesser, brand manager for Diageo to discuss the opportunities and challenges for Tanqueray’s efforts to fuel renewed thirst for the tipple.