Tanqueray partners with Snoop DoggBy Nicola Carruthers
Tanqueray gin has announced a new strategic partnership with rapper Snoop Dogg, launching a campaign inspired by his hit song ‘Gin & Juice’.
Hip hop artist Snoop Dogg released the hit song ‘Gin & Juice’ in 1993 and now he has teamed up with Tanqueray to create signature cocktail recipes, include the liquor at his concerts, work on Tanqueray events, and release exclusive content and art projects inspired by the track.
Snoop Dogg has even created his own signature serve with Tanqueray No. Ten, named ‘Laid Back’. Putting a spin on the traditional ‘Gin & Juice’ serve, the cocktail utilises fresh pressed juices to compliment the “refreshing, whole citrus flavour profile” of Tanqueray No. Ten Gin.
Snoop Dogg stated: “When I wrote ‘Gin & Juice’ it was about good feelings and real experiences; it just naturally became a global anthem. Tanqueray’s creative approach to representing ‘Gin & Juice’ as the drink I’m known for is authentic and it’s always been what we enjoy, so I whipped up a cool cocktail which I call the ‘Laid Back’ which y’all gotta try out.”
Keenan Towns, brand director for gins at Diageo, said: “This is an exciting time for the Tanqueray brand. Snoop Dogg is the perfect partner for Tanqueray as we admire his talent, creativity as an artist and know he has been a long-time fan of Gin & Juice cocktails and Tanqueray supporter.
“Working with Snoop Dogg will help regain Tanqueray’s foothold as ‘the gin’ of choice for all Gin & Juice cocktails. It is a perfect fit that cultivated an organic yet strategic partnership that we truly believe brings back a newfound love for Gin & Juice cocktails.”
In June last year, Diageo launched a limited edition “juniper-forward” Tanqueray Bloomsbury gin, inspired by a recipe from the 1880s.