Diageo plans gin 'renaissance'

The gin category received a boost this week as Diageo unveiled its strategy to lead a "renaissance" in the sector.

The company is re-launching its premium Tanqueray brand with new packag-

ing and a new marketing campaign, and has launched a new strategy for its Gordon's gin.

The relaunch of Tanqueray includes a redesign that is intended to build on the brand's heritage as a classic spirit — reputedly a favourite of Frank Sinatra and Dean Martin. The original bottle was inspired by the shape of a cocktail shaker, a feature that has been emphasised in the new look, while the Tanqueray family signature and crest have been given more prominence.

The new global marketing campaign, a first for the brand, includes poster and TV advertising and launches in the US this month. It will reach the UK in September.

"We are re-launching the brand with a new attitude and a new voice," explained global brand manager for gins Shivaun Lucey. "We believe we can lead the renaissance of the gin category and excite consumers back into the sector."

The new Gordon's strategy, under the banner of "Start Something New", aims to boost the popularity of gin & tonic.

The first of the marketing activity is a new TV ad starring brand ambassador Gordon Ramsay, which will be followed by consumer sampling and a tie-up with the Daily Telegraph.

On-trade activity will include a "buy one Gordon's & tonic, get one free for a friend" promotion in Slug & Lettuce outlets this month.

The gin category was worth £277m to the UK on-trade last year, compared to vodka sales of £1.1bn according to Nielsen.