Founder member of the Gin Guild Tanqueray has unveiled an ambitious new global marketing campaign for 2026, featuring American actor and cultural icon Sarah Jessica Parker as its first-ever global brand ambassador.

The campaign, titled “There’s an N and an O in every ICON”, is set to roll out across key markets throughout the year, including the UK, US, Brazil, China, India and Italy.

It takes inspiration from the historic story of Tanqueray’s 19th-century founder, Charles Tanqueray, who famously rejected hundreds of formulations before perfecting the London Dry style that remains central to the brand’s identity today.

Diageo’s global gins & rums director Patricia Borges explained that the partnership celebrates “the no’s over the yes’s – because these are what lead you to something truly iconic”.

The campaign will encompass a series of brand experiences throughout the year, alongside digital content shared across Tanqueray’s channels.

Sarah Jessica Parker, best known for her role in Sex and the City, brings her own creative perspective to the campaign, reflected in its narrative around authenticity, experimentation and quality – values that mirror Tanqueray’s long heritage in gin craftsmanship. She added:

“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.”

This latest move underscores Tanqueray’s continued prominence in the global gin category, reinforcing both its historic legacy and its relevance to contemporary culture. As a founder member of the Gin Guild, Tanqueray’s innovative positioning continues to influence the broader spirits landscape.

300 No’s: The Road to Discover the Spectacular

Almost two-centuries ago, Charles Tanqueray set out to create something truly distinctive. Through tireless experimentation, he worked with the finest botanicals and created more than 300 versions of liquid recipes. This mastery resulted in Tanqueray London Dry Gin, a recipe that to this day is still crafted in the same way. This spirit of experimentation and craft remains the foundation of what Tanqueray stands for, continuing to inspire you to make life a spectacular story.

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