To expand brand awareness of its Tanqueray No. TEN gin, the maker recruits ten of Snoop Dogg’s favorite artists /performers

by Evan Monroe

In February, Tanqueray Gin announced the launch of “The Tanqueray TEN,” a collection of creative influencers curated by brand ambassador Snoop Dogg—part of an ongoing effort to raise awareness of the maker’s London Dry Gin and its No. TEN variant. (First released in 2002, No. TEN shifted away from strong juniper flavor to spotlight other botanicals and address a younger market.)

Inspired by what the legendary hip-hop artist refers to as the “gin lifestyle,” (partly a tip of the hat to his 1993 hit, “Gin & Juice”), the performer/producer/songwriter has enlisted Ty Dolla $ign, actor Terrence J., artist/rapper STIX, photographers Aris Jerome and Marcus Hyde, jewelry and fashion designer Melody Ehsani, celebrity stylist Ugo Mozie, visual artist Devin Troy Strother, recording artist Lalah Hathaway, and music singer/songwriter October London to comprise the team.

“The Tanqueray TEN is my way of recognizing and working with a handful of individuals who are all at the top of their game and the forefront of culture,” Dogg said. “Each one of them, in my opinion, are movers and shakers across pop culture. They have perfected their craft within respective industries—whether that is art, music, or film—and most importantly, have been inspired by the cultural influence of Gin & Juice throughout their careers.”

Tanqueray TEN team members will be collaborating with Dogg across music, film, art, and fashion realms throughout the year. Additionally, they’ll be appearing at special events and the musicians and performers will likely be dropping original remixes as well.

“This program ushers in a modern era of artistic exploration,” said Keenan Towns, brand director for gins at Diageo (parent company of Tanqueray). “As a company that is rooted in entertainment and the arts, it was a natural extension to collaborate with Snoop Dogg to build a united group of some of the best innovators.”

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