TANQUERAY enters a new global chapter this week, launching a cultural series led by Sarah Jessica Parker, who has been named the iconic gin brand’s global ambassador. The partnership connects hand-picked cultural voices to celebrate craft, conviction, and the power of saying no.
The collaboration draws on Tanqueray’s long-standing heritage of never compromising, reframing refusal as a creative strength rather than a limitation, and this approach perfectly aligns with Parker’s own career, which is led by intention, authorship, and a sense of creative conviction.
Tanqueray x Sarah Jessica Parker
On its rich history and the collaboration, Patricia Borges, Diageo’s Global Gins & Rums Director, says, “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!” She continues, “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.”
Central to the campaign is the idea of 300 No’s, a reference to Tanqueray’s origins almost 200 years ago, when founder Charles Tanqueray developed more than 300 liquid recipes before arriving at the final expression of Tanqueray London Dry Gin – a commitment to craft that continues to define the brand today.
“Since 1830, Tanqueray London Dry Gin has been crafted with the same four botanicals, a mark of our relentless pursuit of excellence,” said Terry Fraser, Tanqueray Master Distiller. “At our distillery, science and artistry come together to craft a liquid that is consistently spectacular, continuing Charles Tanqueray’s iconic legacy.”
Tanqueray x Sarah Jessica Parker
For Parker, it’s personal. She notes that teaming up with the infamous gin brand is all about “celebrating all the many No’s we meet in the pursuit of excellence.” She adds, “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.”
The global campaign, titled There’s an N and an O in every ICON, is led by a cinematic film directed by Paul McLean and shot by Miles Aldridge, starring Parker, and also highlights Tanqueray London Dry Gin and its signature serves, including the Tanqueray Dirty Martini and Tanqueray Gin & Tonic, because why wouldn’t they? They’re thoroughly delicious.
by Felicity Carter
Tanqueray x Sarah Jessica Parker moments will roll out throughout the year, including at Rio de Janeiro Carnival, followed by Milan, and other global destinations, see more on tanqueray.com.