Diageo spends £1m on gin

Diageo has launched a new global campaign for its Tanqueray London Dry Gin brand, investing more than £1m in sponsoring high-profile lifestyle events, to engage and inspire consumers in the on-trade.

The campaign, named Tonight We Tanqueray, positions the gin as the 'first drink of the night' and will bring together four celebrity brand ambassadors — singer Aloe Blacc (I Need a Dollar), actors Idris Elba (The Wire, Luther) and Michael Pitt (Boardwalk Empire, Funny Games), and supermodel-turned-singer Karen Elson — to help re-engage its core audience.

Simon Breckon, global marketing director for gins at Diageo, said: "It would seem that the number four is the common denominator in everything we do with Tanqueray — London Dry is made in the number four still, four botanicals give Tanqueray the perfect balance, four components come together in our signature serve — the Quatro — and we now have the perfect four ambassadors for the brand. We are excited to see the reaction to this campaign."

Actor Idris Elba added: "That first drink of the night is the most exciting one for me. It's that time when there's anticipation and intrigue for the night ahead and anything can happen.

"Tanqueray is the perfect choice — made right with ice, tonic and lime — you know it's going to be a good night."

Events the gin brand will sponsor include Glorious Goodwood and GQ's Men of the Year Awards.