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Diageo Reserve gin teams up with nine luxury brands for Perfect Ten campaign

Published:  01 September, 2016

Diageo gin brand Tanqueray No. TEN is launching a new on and off-trade campaign which will see it team up with nine luxury brands and craftsmen from across the UK.

The partnerships will include renowned photographer Maria Ziegelbock, luxury travel brand Belmond, and product and interiors designer, Lee Broom, among others.

The rest will be announced throughout the year via 10 Magazine.

The campaign's first partnership is with cult florist Rebel Rebel, which will transform the bar, restaurant and terrace at London's Aqua Kyoto into an immersive garden experience, throughout September.

A cocktail menu has been created by Tanqueray No. TEN brand ambassador, Tim Homewood, and Aqua Kyoto bar manager, Nico Peratinos, taking inspiration from traditional Japanese gardens and the botanicals of Tanqueray No. TEN.

Aqua Kyoto's head chef, Paul Greening, will create a seasonal menu taking inspiration from traditional Japanese culture and autumnal ingredients.

The cocktail menu will include Umeshu Negroni, a barrel-aged Negroni, infused with bamboo leaves, Tanqueray No. TEN, plumb sake, Aperol, absinth and cherry wine.

"The Perfect Ten campaign has been put together to show Tanqueray No. TEN's luxury positioning within both the on and off-trade," Homewood said.

"As a brand built on the passion and craftsmanship of Charles Tanqueray, the partners were perfect choices as their own premium credentials, heritage and positioning mirror that of Tanqueray No. TEN. We're really excited about the number of great opportunities that this campaign will present, allowing us to do some really engaging activities with both trade and consumers."

Tanqueray No. TEN has been enjoying growth along with the rest of the gin category, currently up 41.4% by value in total trade (CGA MAT to May 2016.)