Sarah Jessica Parker signs on as Tanqueray global ambassador
Sex and the City actor Sarah Jessica Parker has partnered with Tanqueray as the gin brand’s global ambassador.
The partnership with Parker, who is said to embody the gin brand’s uncompromising stance, heralds Tanqueray’s ‘next cultural chapter’.
In her new role, Parker will front a global campaign for the brand that will launch this month titled ‘There’s an N and an O in every icon’.
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.
“With her fearless refusal to compromise, Sarah Jessica Parker was the perfect choice as our inaugural cultural voice for this movement and to launch ‘There’s an N and an O in every icon’.”
Parker stars in a film for the campaign, directed by Paul McLean and shot by Miles Aldrige. Featuring Tanqueray’s Dirty Martini and Tanqueray Gin & Tonic, Parker is seen looking at the ‘no’s’ that have shaped her career, which also mirror how Tanqueray has shaped the recipe for its own London Dry gin.
In the film, Parker says: “The no’s you give and take are what make life spectacular.”
Addressing the partnership, Parker said: “I’m thrilled to be joining forces with Tanqueray, celebrating all the many no’s we meet in the pursuit of excellence.
“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. They’ve become part of the adventure, and I’m grateful for every single one.”
Tanqueray said the partnership with Parker is the first in a new series of voices and tastemakers that celebrate the brand’s place within contemporary culture, and will be marked with a host of curated experiences and moments around the world this year, including the US, Italy, UK, China, India and Brazil, where it will appear at Rio de Janeiro carnival in February.
Tanqueray’s ‘uncompromising’ stance is said to stem from its faithfulness to the foundations of its creation by Charles Tanqueray more than two centuries ago.
The brand’s master distiller, Terry Fraser, added: “Since 1830, Tanqueray London Dry Gin has been crafted with the same four botanicals, a mark of our relentless pursuit of excellence.
“At our distillery, science and artistry come together to craft a liquid that is consistently spectacular, continuing Charles Tanqueray’s iconic legacy.”
Tanqueray is one of the world’s biggest-selling gins, as detailed in The Brand Champions 2025 report.
Last year, Diageo landed another big name celebrity partnership when it announced Sabrina Carpenter as a global brand ambassador for Johnnie Walker.
Watch the campaign video below:
Related news
Top 10 marketing moves from December 2025
