What TANQUERAY does

Tanqueray is a premium gin brand founded in 1830 by Charles Tanqueray in London, currently operating as a brand entity within Diageo plc, one of the world's largest spirits conglomerates. The brand's core product is London Dry Gin, distilled four times with four botanicals (juniper, coriander, angelica, and liquorice) using the historic Old Tom copper pot still, which has been in continuous use for nearly two centuries. The portfolio extends across price tiers and formats: the ultra-premium Tanqueray No. TEN (distilled in the 500L Tiny Ten copper still from whole citrus fruits), the alcohol-free 0.0% range, and flavoured variants (Flor de Sevilla, Rangpur Lime, Blackcurrant Royale). The brand operates across multiple global markets including the UK, Italy, Spain, the US, Canada, Brazil, and Colombia, with localized websites and multi-channel distribution through retail, on-trade (bars/restaurants), and direct-to-consumer e-commerce via TheBar.com.\n\nThe business model centers on premium and ultra-premium gin sales across multiple product SKUs and price points, sold through three primary channels: brick-and-mortar retail stores, bars and restaurants (on-trade), and the owned TheBar.com e-commerce platform. The brand's go-to-market approach is event-driven and influencer-led, leveraging (1) a global celebrity partnership with Sarah Jessica Parker centered on the 'Power of No' campaign, (2) a Tastemaker program featuring prominent bartenders from The Connaught Bar, The Artesian, and Satan's Whiskers who create signature cocktails and serve as brand ambassadors, and (3) a Global Brand Ambassador (Jenna Ba) for Tanqueray No. TEN. The customer base comprises two primary persona segments: premium gin consumers seeking craft heritage and quality for cocktails and social occasions, and professional bartenders and mixologists who recommend or serve Tanqueray in on-trade settings. The brand maintains an active social media presence on Facebook and Instagram as top-of-funnel awareness channels, with content marketing and cocktail recipes through the Book of Gin on the brand website serving as mid-funnel engagement.

Name

TANQUERAY

Legal name

Legal entity name not disclosed on official Tanqueray brand website

Website

https://tanqueray.com

Company type

Private

Founded year

1830

Operating status

Operating

Headcount range

1–10 employees

Short description

Tanqueray is a premium gin brand founded in 1830 and owned by Diageo, producing London Dry Gin, ultra-premium No. TEN, alcohol-free, and flavoured variants for global retail, on-trade, and e-commerce consumers across Europe, North America, and Latin America.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Premium Gin Sales: Tanqueray generates revenue through the sale of its gin products including London Dry Gin, No. TEN, and flavored variants. Products are sold through TheBar.com e-commerce platform and retail stores.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Tanqueray is a heritage gin brand that produces and sells premium distilled gin products, including its flagship London Dry Gin, ultra-premium No. TEN, alcohol-free variants, and flavoured gin selections. The brand manufactures its gin using a four-botanical recipe (juniper, coriander, angelica, and liquorice) distilled in copper pot stills, including the historic Old Tom still and the Tiny Ten 500L copper still for No. TEN.

Product overview

Tanqueray is a gin brand offering a portfolio of seven distinct products: the flagship Tanqueray London Dry Gin (the world's number one gin), the ultra-premium Tanqueray No. TEN (distilled from whole citrus fruits), two alcohol-free spirits (Tanqueray 0.0% and Flor de Sevilla 0.0%), and three flavoured variants (Flor de Sevilla with Sevillian oranges, Rangpur Lime with exotic citrus, and Blackcurrant Royale with French blackcurrants). The core range consists of London Dry and No. TEN, with the 0.0% line and flavoured selection serving as extensions that maintain the brand's signature botanical character in alcohol-free and flavoured formats respectively.

Differentiator

Problem solved

Functional benefit

Brands

• No. TEN: Ultra-premium gin distilled in small batches with a vibrant citrus heart, crafted for cocktail artistry. The first ultra-premium gin distilled from whole citrus fruits.
• London Dry Gin
• 0.0% Alcohol Free
• Rangpur Lime
• Blackcurrant Royale
• Flor de Sevilla

Products and services

• Tanqueray London Dry Gin The world's number one gin and bartender's choice for the perfect T&T (Tanqueray and Tonic). Distilled four times for crystal clarity, featuring piney juniper, peppery coriander, aromatic angelica, and sweet liquorice. Bold spirit made with four botanicals.
• Tanqueray No. TEN An exceptional ultra-premium gin distilled in small batches, crafted with a meticulous citrus heart. The first ultra-premium gin distilled from whole citrus fruits. Features tangy grapefruit, citrus fruits, juniper, and chamomile flowers. Distilled in the 500L Tiny Ten copper still for a distinctive taste profile perfect for cocktail artistry.
• Tanqueray 0.0% Alcohol Free Spirit All the definitive Tanqueray experience without the alcohol. Features Tanqueray's legendary botanicals for a complex taste that is robust, flavourful, and alcohol-free. Tasting notes include piney juniper, uplift of lemon, vanilla, and an elegant floral finish.
• Tanqueray Flor de Sevilla A savoury squeeze of Spanish sunshine inspired by the sunshine and spirit of Andalusia. Zesty, bold, full of bittersweet complexity with a floral orange blossom finish. Made with Sevillian oranges and Tanqueray's legendary botanicals. Fruitful, bright with hints of Mediterranean sunshine.
• Tanqueray Flor de Sevilla 0.0% A savoury squeeze of Sevilla sunshine without the alcohol. Sunny, bright, and blooming with zest. Zesty, bold, full of bittersweet complexity with a floral orange blossom finish. Features orange citrus and orange blossom with hints of botanicals. Pale citrus orange colour with a smooth, fruity finish.
• Tanqueray Rangpur Lime A zesty gin with an exotic twist featuring rare Rangpur limes (a unique mix of limes and juicy mandarin oranges), perfectly paired with ginger and bay leaves. Exotic, punchy citrus with mandarin oranges, depth from ginger and bay leaves, smooth finish with citrus zest and spice.
• Tanqueray Blackcurrant Royale A deliciously bold gin with French blackcurrants, delicate vanilla, and decadent black orchid. Features ripe French blackcurrants with a subtle sweetness and a hint of floral black orchid, bringing French finesse and decadence.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Sarah Jessica ParkercoreGTM or Marketing PartnerGlobal celebrity partnership with Sarah Jessica Parker celebrating the power of 'No' in the quest for excellence. The partnership embodies Tanqueray's brand philosophy of refusing to compromise, with Sarah Jessica Parker featuring in campaigns and signature imagery for the brand.
• The Connaught BarcoreGTM or Marketing PartnerAgo Perrone, Director of Bar at The Connaught Bar in London, serves as a Tastemaker for Tanqueray No. TEN. The Connaught Bar has led by Ago since 2008 and achieved consistent international acclaim. Ago creates signature cocktails using No. TEN and represents the brand.
• The Artesian at The Langham HotelcoreGTM or Marketing PartnerGiulia Cuccurullo, first female Head Bartender at The Artesian, The Langham Hotel, London, serves as a Tastemaker for Tanqueray No. TEN. She is renowned for innovative flavors and garnishes and creates signature cocktails for the brand.
• Satan's WhiskerscoreGTM or Marketing PartnerKeïla & Yoann from Satan's Whiskers bar serve as Tastemakers for Tanqueray No. TEN. They represent the brand's ethos of creativity, innovation, and democratized fun in cocktail experiences.
• Jenna BacoreGTM or Marketing PartnerJenna Ba serves as Global Brand Ambassador for Tanqueray No. TEN. With nearly two decades of hospitality experience spanning hotels, bars, restaurants, and events globally, she unites bartenders and patrons in celebrating cocktail artistry.

Scale indicators3 records

Recent moves6 records

Expansion highlights8 records

Emerging players

• Monkey 47: Premium German craft gin with 47 botanicals, owned by Pernod Ricard. Direct competitor in the ultra-premium gin tier and on global bar lists.
• Roku Gin: Japanese craft gin made by Beam Suntory with Japanese botanicals. Competes with Tanqueray for premium share and cocktail-led occasions in travel retail and international markets.
• Sipsmith: London-based craft gin distillery, often credited with pioneering the modern London craft gin movement. Competes with Tanqueray for craft-conscious consumers and bartender mindshare in the UK.
• Malfy Gin: Italian gin brand owned by Pernod Ricard, growing quickly in the flavored and super-premium segments. A direct competitor in flavored gin variants like Tanqueray Flor de Sevilla and Rangpur.

Direct peers

• Hendrick's: Ultra-premium gin owned by William Grant & Sons, distinguished by cucumber/rose botanicals and apothecary-style branding. Competes with Tanqueray No. TEN in the super-premium tier and on bartending lists.
• Bombay Sapphire: Flagship global premium gin brand owned by Bacardi, positioned as a bartender-endorsed London Dry / vapor-infused gin. Direct competition with Tanqueray for premium gin shelf space and on-trade placement.
• Beefeater: Long-established London Dry gin owned by Pernod Ricard, competing head-to-head with Tanqueray at the classic London Dry price point in both on-trade and off-trade channels globally.
• The Botanist: Islay dry gin owned by Rémy Cointreau, with a strong craft/heritage narrative and broad on-trade distribution. A direct peer in the premium gin category where Tanqueray competes.
• Gordon's: Mass-market London Dry gin brand owned by Diageo (Tanqueray's parent). Sits at a lower price tier but is a sister brand competing for the same consumer occasions in many markets.

Broad incumbents

• Diageo: Tanqueray's parent company and one of the world's largest spirits conglomerates. Comparable through its ownership of competing gin brands (Gordon's, Tanqueray) and broader premium spirits portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TanquerayGB
• Instagraminstagram.com/tanqueraygin
• LinkedInlinkedin.com/company/tanqueray

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TANQUERAY