New Art Deco bottle for Tanqueray Ten

20th February, 2014 by Lucy Shaw

Diageo has revamped the design of its Tanqueray No. Ten gin bottle, giving it an Art Deco twist in a hat tip to the golden era of classic cocktails.

Reflecting the “streamlined glamour” of the Art Deco era, the bottle features ten facets that meet at the base of the bottle in the shape of a lemon squeezer.

The addition of the squeezer was incorporated to reflect the fact that Tanqueray No. Ten is the only gin with fresh oranges, grapefruits and limes at its heart.

As with its previous incarnation, the pale green glass bottle features a scarlet ‘T” seal and founder Charles Tanqueray’s signature.

The gin is distilled in small batches by Tanqueray’s master distiller Tom Nichol,

“The new bottle reignites a passion for sophisticated martini cocktails”, said Tanqueray’s global ambassador, Barrie Wilson.

“We are currently seeing a booming desire for classic cocktails and the martini cocktail in particular, a trend we see continuing to blossom in 2014,” he added.

The new bottle goes on sale in the US this month and worldwide later this spring.

3 Responses to “New Art Deco bottle for Tanqueray Ten”

  1. Christopher Payne says:

    Plymouth Gin tried an Art Deco bottle a few years ago. I felt it was a mistake. It was a big failure and they went back to the original curved bottle. So there is a lesson there. Muck about with your brand and your design assets at your peril. Having said that, the original Tanqueray 10 was too simplistic and had no ‘heart’. This bottle is an improvement, has more feel and looks more interesting, so maybe they are correcting a mistake? It’s certainly more similar to standard Tanqueray.

  2. Jill Marshall says:

    as a design professional I think it is one of the most stunning designs I have seen in a long time. Congratulations to all those involved

  3. Tim says:

    The new design looks cheap and makes it look more common. I prefer the old tall green bottle and would like it brought back!

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Editorial Assistant

Wine List Confidential
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more