Tanqueray is a premium dry gin made by double distillation of grains with an admixture of plant components (licorice, angelica, coriander, and juniper). A more accurate recipe is strictly protected, as it is a trade secret. However, it is known that for each region, a drink of different strength is produced – from 40% to 47.3%. It is especially popular in the USA, where it is ahead of its counterparts in terms of sales. For the first time, this alcohol appeared in the capital of Great Britain – in the London area of Bloomsbury. Its creator is Charles Tanqueray. Launch time – 1830. It is now owned by Diageo plc and manufactured in Scotland.
Meaning and History
What is Tanqueray?
Tanqueray is a British-Scottish premium gin with a 40-47.3 percent strength. It is produced in Scotland, where the company moved from the UK after the end of the Second World War. Charles Tanqueray opened it in 1830 in one of the London areas. Now the brand of the most famous gin globally belongs to Diageo Corporation.
It all started with the priest’s son Charles Tanqueray, who in 1830 set up in London distillation of the purest spirit drink with a mild and balanced taste. Before opening his own company, he worked with his brother at the Curries distillery, where he mastered the intricacies of distilling alcohol. At the time of the establishment of the distillery, Charles had several recipes, and an individual technology for purifying alcohols was thought out. Moreover, he was the first to abandon the use of sugar and introduced a system of continuous distillation (in 1832).
This allowed the entrepreneur to break into the market and take a leading position quickly. The brothers opened Edward & Charles Tanqueray & Co to retail gin eight years later. In 1868 Charles Tanqueray passed away, and the business was taken over by his son Charles Waugh Tanqueray. To survive in a highly competitive environment, he signed an agreement with Gordon, forming the Tanqueray Gordon & Company union at the end of the 19th century. Based on it, Gordon brand products were to be distributed in the British market and Tanqueray in the American one. This explains its high popularity in the US.
In 1941, the factory building, located in the Bloomsbury area of London, was destroyed during an air attack. Not a stone was left of the enterprise: only the Old Tom alembic survived, which became legendary. Subsequently, he was transported to Cameron Bridge (Scotland), where the wine company settled. It still works, helping to increase the volume of the purest alcohol of multiple distillations. According to data for 2016, Tanqueray gin was the most in-demand in the world: then, about 3 million 9-liter cases were sold.
To avoid fakes, increase popularity and gain recognition, in 1948, the company developed a unique bottle design – round, tapering downwards, and with a protruding rib at the top. The branded containers are painted light green and are shaped like hydrants that once pumped water to the London distillery. Another source claims that the original design of the container replicates the appearance of a 1920s shaker designed for mixing alcoholic cocktails.
The oldest logo of the alcohol brand has its name. It is in italic handwritten text. The inscription is calligraphic, semi-connected since there is a gap between “T” and “a,” as well as between “r” and “a.” The rest of the signs are connected by thin lines. They start in the lower zone for “q” and “y” and go up. The name is written in bold white letters on a black background.
Above is the coat of arms of the Tanqueray dynasty with a pineapple, from behind which the blades of two axes and two spades can be seen. These are important symbols for the family: the tropical fruit represents a tribute to Victorian luxury, hospitality, and cordiality, and the edged weapons testify to the participation of members of the dynasty in the Third Crusade.
The modern logo is the quintessence of British chic and the historical heritage of the company. It features a dark red wax seal – the personal mark of the brand’s founder and gin developer. In the center is Tanqueray Sr.’s signature is a curly “T” with three scrolls in the center. It is surrounded by inscriptions indicating the full name and surname of the founder and the place where the plant appeared.
This design demonstrates the timelessness of a premium drink as if it were tested and approved by its creator right now. At the bottom is the word “Tanqueray,” carried over from the previous visual identity. The only difference between them is in color. In the old logo, the inscription is white; in the current one, it is black.
Font and Colors of the Emblem
The Tanqueray brand tries very hard to maintain a high level of repeated distillation of dry gin; therefore, it emphasizes the connection with its roots. This trend is reflected in all identity elements: in the unique green glass bottle, in the logo with the founder’s seal, in the name, which she tries not to change. And she succeeds because her product is made according to an old recipe of the highest standard; therefore, the visual elements correspond to the premium content.
For the logo, an individual typeface was developed with an imitation of handwritten text. The letters are lowercase (except the first), italic, smooth, with smooth lines and harmonious transitions. The base colors of the Tanqueray brand are red and green, in which the seal with the personal signature of the founder and the bottle is painted. They are complemented by black, white, and golden.