Tanqueray names Sarah Jessica Parker as global ambassador
Tanqueray has appointed Sarah Jessica Parker as its new global ambassador, launching a worldwide campaign. The partnership opens a new cultural chapter for the gin brand with a cinematic debut planned for January 2026.
Tanqueray has announced Sarah Jessica Parker as its global ambassador, unveiling a new brand movement that will roll out worldwide from January 2026. According to Tanqueray, the partnership marks the first in a series that will see the brand collaborate with selected cultural voices to celebrate effort, craft and conviction.
The launch will be led by Parker in a cinematic campaign titled There’s an N and an O in every ICON, supported by on and offline brand experiences across multiple markets including the UK, US, Brazil, Italy, China and India.
The campaign draws on Tanqueray’s history of experimentation, referencing the more than 300 liquid recipes created by founder Charles Tanqueray before arriving at the final London Dry Gin. The brand says this heritage mirrors a modern creative truth, that progress is shaped as much by refusal as acceptance.
Patricia Borges, global gins and rums director at Diageo, said: “Tanqueray’s heritage is built on the foundation of never compromising. Through this partnership, we are celebrating the No’s over the Yes’s, as ultimately these are what lead you to something truly iconic!”
She added that Parker was selected for her “fearless refusal to compromise” and described her as the inaugural cultural voice for the movement.
Parker on collecting the no’s
Sarah Jessica Parker said the partnership resonated with her own career path. “I’m thrilled to be joining forces with Tanqueray, celebrating all the many No’s we meet in the pursuit of excellence,” she said.
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“The No’s I’ve collected throughout my life and career have shaped me, pushed me, and, more often than not, carried me to the most unexpected and spectacular places.”
Tanqueray London Dry Gin continues to be made with the same four botanicals first used in 1830. Terry Fraser, Tanqueray master distiller, said the liquid remains unchanged by design.
“Since 1830, Tanqueray London Dry Gin has been crafted with the same four botanicals, a mark of our relentless pursuit of excellence,” Fraser said. “At our distillery, science and artistry come together to craft a liquid that is consistently spectacular.”
Film and fashion influences
The campaign film stars Parker and is directed by Paul McLean with photography by Miles Aldridge, according to Tanqueray. In the film, Parker reflects on the personal no’s that shaped her career, stating: “The No’s you give and take, are what make life spectacular.”
Alongside the film, the campaign features Tanqueray London Dry Gin and its classic serves, including the Tanqueray Dirty Martini and Tanqueray Gin & Tonic.
A proven drinks collaborator
Parker has a track record of successful drinks partnerships. In 2020, she won Best Launch at the Drinks Business Awards for Invivo X Sarah Jessica Parker, with judges describing the campaign as “slick, super professional and perfectly pitched at its target audience”.
The award followed the launch of a Marlborough Sauvignon Blanc, which went on to sell more than 500,000 bottles worldwide, according to db reporting.
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