Tanqueray
A British London dry gin brand recognized for its four-botanical recipe, four-stage distillation and distinctive green bottle.
Last updated September 23, 2026
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Overview
Tanqueray is a British gin brand produced by Diageo plc. Its origins date to 1830, when Charles Tanqueray began distilling gin in Bloomsbury, London. The brand developed within the tradition of London dry gin, a style defined by a dry flavor profile and a distillation process in which botanicals are used to create the spirit's character rather than being added as a sweetener after distillation. Tanqueray's original recipe is a closely protected trade secret, but the four principal botanicals traditionally associated with it are juniper, coriander, angelica root and liquorice. These ingredients provide the core aromatic structure of the brand's flagship gin. The business expanded from distilling into retail during the nineteenth century. Edward & Charles Tanqueray & Co established a retail outlet on Vine Street in London in 1838. After Charles Tanqueray died in 1868, ownership of the distillery passed to his son, Charles Waugh Tanqueray. The London operation continued for decades, but the distillery was severely damaged during the Second World War. The surviving building, known as Old Tom, was subsequently moved to Diageo's Cameronbridge distillery in Fife, Scotland, where it became a physical link to the brand's London origins. Tanqueray's principal product is Tanqueray London Dry Gin. The standard expression is made from grain spirit and is distilled four times, with selected botanicals introduced during the second distillation. Bottling strength differs by market. Versions have been sold at 47.3% alcohol by volume in markets including the United States, Canada and Germany, at 43.1% in Norway and Sweden, and at 40% in Australia, Canada and New Zealand. In the United Kingdom, the former export-strength expression was reduced to 41.3% in 2023 in response to alcohol-duty considerations, and the export-strength wording was removed from those bottles. The brand has broadened its portfolio beyond the original London dry expression. Tanqueray No. Ten, introduced in 2000, is positioned particularly for martinis and uses whole grapefruit, orange and lime together with chamomile flowers in a four-stage distillation. Tanqueray Rangpur uses Rangpur limes, ginger and bay leaves to create a more pronounced citrus profile. Tanqueray Malacca, first launched in 1997 as a fruitier and sweeter alternative to the London dry style, was discontinued in 2001 and later returned as a limited edition in 2013. Other extensions have included Tanqueray Blackcurrant Royale, launched in 2021 with blackcurrant, vanilla and floral notes, and Tanqueray 0.0, a non-alcoholic version introduced in the same year. The brand has also marketed flavored orange and lemon gins historically, as well as Tanqueray Sterling Vodka, which debuted in 1989. Marketing has been an important part of Tanqueray's international development. The brand used the Mr. Jenkins character in print advertising during the 1990s and later introduced Tony Sinclair, a flamboyant socialite character used in television advertising from 2004. Tanqueray is treated by Diageo as one of its strategic brands, meaning that it receives priority in global promotion and distribution. The brand's positioning combines heritage, recognizable packaging, cocktail credibility and a premium interpretation of London dry gin. Its products are sold through retail, hospitality and duty-free channels across international markets.
History
Tanqueray began in 1830, when Charles Tanqueray established a gin distilling operation in Bloomsbury, London. The brand's early identity was shaped by the developing London gin trade, in which distillers competed through botanical selection, distillation technique and consistency. Tanqueray's original formula used four principal botanicals—juniper, coriander, angelica root and liquorice—and the same basic botanical set remains associated with its London dry gin. The complete recipe is not publicly disclosed. The company added a retail presence in 1838, when Edward & Charles Tanqueray & Co opened a shop on Vine Street in London. This connected the distillery with consumers and helped establish the name as both a producer and a retail brand. Following Charles Tanqueray's death in 1868, his son Charles Waugh Tanqueray inherited the distillery. The operation continued under family leadership and retained its London association through the late nineteenth and early twentieth centuries. The distillery suffered major damage during the Second World War. One surviving structure, later known as Old Tom, was preserved and eventually moved to Cameronbridge in Fife, Scotland. The relocation reflected the changing industrial structure of the spirits business while preserving a tangible part of Tanqueray's historical estate. Production subsequently became associated with larger-scale distilling and distribution networks rather than with the original Bloomsbury site. Tanqueray's modern core product is a London dry gin made from grain spirit and distilled four times. Botanicals are incorporated during the distillation process, with selected botanicals added during the second distillation. The product's best-known profile is dry, juniper-led and aromatic, and its green bottle has become a central visual element of the brand. Market versions vary in alcohol strength because of local regulations, taxation and commercial requirements. Portfolio development accelerated in the late twentieth and early twenty-first centuries. Tanqueray Sterling Vodka was introduced in 1989, although the brand is principally identified with gin. Tanqueray Malacca appeared in 1997 as a softer, sweeter and more fruit-forward alternative to the standard London dry style. Tanqueray No. Ten followed in 2000, designed with the martini occasion in mind and made with whole citrus fruit and chamomile flowers. Rangpur, launched in the United States in 2006, used Rangpur limes, ginger and bay leaves to deliver a distinctly citrus-led expression. Malacca was discontinued in 2001 and revived in limited quantities in 2013. The brand also developed a long history of communication through advertising. Mr. Jenkins, a white-haired and formally dressed character, appeared in print campaigns beginning in 1994. From 2004, Tony Sinclair served as a more flamboyant television advertising persona, ending commercials with the phrase "Ready to Tanqueray?" and a distinctive laugh. These campaigns helped give the brand a recognizable personality while keeping the product connected to social drinking and cocktail culture. Under Diageo, Tanqueray became one of the company's strategic brands, receiving priority in international distribution and marketing. The portfolio continued to expand with Blackcurrant Royale in 2021 and Tanqueray 0.0, a non-alcoholic expression, also in 2021. The brand therefore combines a nineteenth-century London origin with a contemporary international portfolio spanning classic gin, flavored variants, limited releases and alcohol-free alternatives. Its present identity rests on premium positioning, cocktail relevance, heritage cues and broad availability.
- 2023
United Kingdom London Dry formulation strength adjusted
[1]The United Kingdom version moved to 41.3% alcohol by volume, with the former export-strength wording removed.
- 2021
Blackcurrant Royale and Tanqueray 0.0 launched
[1]The brand expanded into a blackcurrant-flavored gin and a non-alcoholic alternative to its original expression.
- 2013
Tanqueray Malacca relaunched in limited quantities
[1]Diageo brought Malacca back as a limited edition in selected markets after its earlier discontinuation.
- 2006
Tanqueray Rangpur introduced
[1]Rangpur launched in parts of the United States with Rangpur limes, ginger and bay leaves as signature flavor elements.
- 2004
Tony Sinclair advertising campaign begins
[1]Tony Sinclair became Tanqueray's television advertising character, associated with the line "Ready to Tanqueray?".
- 2000
Tanqueray No. Ten launched
[1]Tanqueray No. Ten was introduced with a focus on the martini occasion and a citrus-and-chamomile botanical profile.
- 1997
Tanqueray Malacca launched
[1]Tanqueray introduced Malacca as a sweeter, fruitier alternative to its standard London dry gin.
- 1994
Mr. Jenkins advertising character introduced
[1]Tanqueray introduced the Mr. Jenkins character in print advertising.
- 1989
Tanqueray Sterling Vodka introduced
[1]The brand expanded beyond gin with the launch of Tanqueray Sterling Vodka, including neutral and citrus versions.
- 1937
Orange and lemon gin offerings enter the portfolio
[1]Tanqueray produced orange and lemon gin variants during the period from 1937 to 1957.
Products and positioning
Premium and internationally distributed gin brand emphasizing London dry heritage, a distinctive four-botanical recipe, cocktail versatility and recognizable green-bottle packaging.
London dry gin · 1830
Tanqueray London Dry Gin
Tanqueray's original and flagship expression. It is produced from grain spirit through four distillations, with selected botanicals added during the second distillation. The closely guarded recipe is associated with four core botanicals: juniper, coriander, angelica root and liquorice. Alcohol strength varies by market, including 47.3%, 43.1%, 41.3% and 40% versions. The gin is positioned for classic serves such as the gin and tonic and for broader cocktail use.
Premium gin · 2000
Tanqueray No. Ten
Introduced in 2000, Tanqueray No. Ten is a premium expression especially associated with the martini. It is distilled four times and uses whole grapefruit, orange and lime together with chamomile flowers. The product extends Tanqueray's juniper-led identity with a more pronounced fresh-citrus and floral character.
Flavored gin · 2006
Tanqueray Rangpur
Rangpur was introduced in the United States in 2006 and is built around the citrus character of Rangpur limes. Ginger and bay leaves are added during the final distillation, creating a profile that is more citrus-forward and aromatic than the standard London dry expression. It was initially launched in selected U.S. markets and later became available more broadly in the United States and Canada.
Limited-edition gin · 1997
Tanqueray Malacca
Tanqueray Malacca was developed as a wetter, sweeter and more fruit-driven counterpart to London dry gin, with grapefruit among its notable flavor impressions. It was first introduced in 1997 and discontinued in 2001. Diageo later announced a limited relaunch for selected markets in 2013, making the expression an example of a heritage-inspired revival rather than a continuously available core product.
Flavored gin · 2021
Tanqueray Blackcurrant Royale
Launched in 2021, Blackcurrant Royale broadens the Tanqueray range with a rich fruit profile. Its stated flavor cues include French blackcurrant, vanilla and exotic floral notes. The expression targets consumers seeking a sweeter, fruit-led serve while retaining the Tanqueray brand architecture.
Non-alcoholic spirit · 2021
Tanqueray 0.0
Tanqueray 0.0 is a non-alcoholic expression introduced in 2021 as an alternative to the original gin. It extends the brand into moderation and alcohol-free occasions while drawing on the established Tanqueray flavor identity. It is bottled at 0.0% alcohol by volume.
Vodka · 1989
Tanqueray Sterling Vodka
Tanqueray Sterling Vodka debuted in 1989 and was offered in neutral and citrus variants. The product was particularly associated with sales in the United States, although Tanqueray's enduring brand identity remains centered on gin.
Flavored gin · 1937
Tanqueray Orange Gin
An historical orange-flavored gin offering produced by Tanqueray during the period from 1937 to 1957.
Flavored gin · 1937
Tanqueray Lemon Gin
An historical lemon-flavored gin offering produced by Tanqueray during the period from 1937 to 1957.
Marketing campaigns
- 2004Tony Sinclair
United States · International markets
Television advertising introduced Tony Sinclair, a flamboyant socialite character associated with the catchphrase "Ready to Tanqueray?".
Outcome. The campaign gave Tanqueray a distinctive personality in television advertising and connected the brand with contemporary cocktail and social-drinking culture.
- 1994Mr. Jenkins
United Kingdom · International markets
Tanqueray used Mr. Jenkins, a white-haired and formally dressed character, as a spokes-character in print advertising.
Outcome. The character was retired several years after introduction.
Brand decisions
2023
Adjustment of United Kingdom bottling strengthStrategyBackground
The United Kingdom product was adjusted in the context of increased alcohol duties.
Action taken
Tanqueray changed the United Kingdom expression to 41.3% alcohol by volume and removed the export-strength wording from the bottle.
Aftermath
The United Kingdom product differed from higher-strength versions sold in several other markets.
2021
Expansion into flavored and non-alcoholic formatsProduct launchBackground
Tanqueray broadened its portfolio to address fruit-led flavor preferences and alcohol-free consumption occasions.
Action taken
The brand launched Blackcurrant Royale and Tanqueray 0.0.
Aftermath
The launches extended Tanqueray beyond its traditional flagship London dry gin.
2013
Limited relaunch of Tanqueray MalaccaProduct launchBackground
Diageo responded to continuing interest in a discontinued heritage expression.
Action taken
The company announced a limited release of approximately 16,000 cases in selected markets.
Aftermath
Malacca returned temporarily in the United States, Great Britain, Canada and Western Europe.
2000
Launch of Tanqueray No. TenProduct launchBackground
The brand developed a premium expression aimed particularly at martini drinkers.
Action taken
Tanqueray introduced a four-times-distilled gin using whole grapefruit, orange and lime along with chamomile flowers.
Aftermath
No. Ten became a major premium expression in the Tanqueray portfolio.
1997
Launch of Tanqueray MalaccaProduct launchBackground
Tanqueray sought to offer a sweeter and more fruit-forward alternative to its classic London dry gin.
Action taken
The company introduced Malacca with a softer profile and stronger fruit character.
Aftermath
The expression was discontinued in 2001 and later revived as a limited edition.
Recent events
- 2023
Tanqueray London Dry strength changes in the United Kingdom[1]
Pricing · Regulation · Product generation
The United Kingdom expression was reduced from the previous export-strength formulation to 41.3% alcohol by volume, and the export-strength wording was removed from the bottle.
- 2021
Tanqueray launches Blackcurrant Royale[1]
Product launch
Tanqueray introduced Blackcurrant Royale, a flavored gin built around French blackcurrant, vanilla and floral notes.
- 2021
Tanqueray introduces a non-alcoholic expression[1]
Product launch · Product generation
Tanqueray launched Tanqueray 0.0, a non-alcoholic alternative based on the original brand profile.
- 2016
Tanqueray reported as the world's highest-selling gin in 2016[1]
Other
The Spirits Business reported that Tanqueray was the highest-selling gin brand globally in 2016, with sales approaching three million nine-litre cases.
- 2012
Tanqueray Malacca returns as a limited-edition gin[1]
Product launch · Product generation
Diageo announced that Tanqueray Malacca, discontinued in 2001, would return in a limited run of approximately 16,000 cases for the United States, Great Britain, Canada and Western Europe in 2013.
Sources3 sources
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