Gin Brand Champion 2017: Tanqueray

Notching up growth: Diageo-owned gin brand Tanqueray

As one of the world’s largest gin brands, Tanqueray continues its upward sales trajectory, notching up impressive growth in the past year.

In the six months to 31 December 2016, Tanqueray’s organic sales grew by 9%, thanks to a positive performance in Europe, Latin America and the Caribbean. The brand sells just over one million cases in the US – its biggest market.

“In many markets the gin category is growing faster than total spirits,” a spokesperson for Diageo said. “This is especially the case when it comes to premium and super­-premium gin, which, globally, grew by 14% and 41% respectively in 2015.

“Gin has been one of the fastest­-growing categories this past decade; it has become a really vibrant category rooted in independence and experimentation. We are also seeing a general shift towards more early evening consumption that has really favoured the growth in gin because, traditionally, early evening is a gin occasion.”

Tanqueray is experiencing significant growth in Europe, where the gin market has been in “accelerated growth for the past five years”.

The brand is also gaining traction in Latin America and is also witnessing significant growth in Brazil and Peru.

Plans for the year ahead include a redesign and further investment into the World Class platform, driving advocacy with bartenders and working hard to maintain its reputation as the ‘bartender’s favourite gin’.

See the adjacent column to discover the spirits that sold more than 1m cases last year, as well as The Brand Champions 2017 of each individual category.

Gin (Figures: million 9l case sales)