Diageo had created super-premium gin with the launch of No. TEN in 2000, but years later the category dynamics had changed unrecognisably, leaving No. TEN behind. With the emergence of a large number of small batch artisan distillers the brand was losing share. The brief was to redefine the positioning and redesign the primary packaging to bring the brand back to growth in the highly crowded market.
The new design, inspired by cocktail shakers from Art Deco’s heyday, has well surpassed expectations with a value growth of 32%, compared to global category growth of 0.2%. There has also been 350% growth in category investment - the renewed energy in Tanqueray No. TEN has given markets confidence and attracted increased investment for future years to further increase brand growth. 343,821 bottles have been sold since launch and the brand’s share of the super premium gin segment has increased by +30 basis points.
