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!

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