TANQUERAY LAUNCHES NEW BOTTLE SHAPE
Charles Tanqueray & Co has today announced a redesign of its Tanqueray? London Dry Gin bottle. The company began distilling in 1830 and Tanqueray gin continues the entrepreneurs’ legacy of excellence. The brand is exceptionally proud of its extensive rich history and the new packaging signals a vibrant new chapter for the premium white spirit.
The new bottle silhouette harks back to the classic Tanqueray bottle that was inspired by the cocktail shaker. The original cocktail shaker bottle shape was introduced in 1948. During this era Tanqueray gin was the definitive cocktail drink, reputedly enjoyed by the likes of Frank Sinatra, Sammy Davis Jnr and Dean Martin.
With its tapered body, the new shape, more-than-ever, reflects the sophisticated cocktail shaker shape, underlining the brand’s status as a monument to sophistication.
Shivaun Lucey, Global Brand Director of the Tanqueray brand said: “Our main aim for the redesign was to improve the quality and standout of the bottle, by building on the iconic design. The bolder, contemporary look gives it more prominence whilst the premium pack does greater justice to the award-winning liquid.”
The new bottle displays further cues from the brand’s rich heritage, such as the company’s signature, Charles Tanqueray & Co., on the label and the Tanqueray family crest embossed on the glass.
The crest, which features a pineapple, is particularly poignant as the fruit has served as a symbol of hospitality and warm welcome throughout history.
The Tanqueray T-seal has been upgraded with additional detail. The resulting look and feel presents an even greater resemblance to an actual wax seal therefore strengthening the bottle’s superiority.
The bottle’s labels have been transformed to give a more contemporary look. The main label has incorporated transparent panels and the foot label is clear to reveal more of the liquid and improve standout.
Shivaun Lucey concludes: “The new designs and additions have modernised the Tanqueray bottle making it desirable to current consumers, whilst still remaining true to the brand’s rich heritage.”
The bottle will be seen on-shelf and in bars from September and will be applied to all SKU’s in the Tanqueray London Dry Gin range.
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