Tanqueray Gin, a brand of Norwalk, Conn.-based Diageo North America, announced the launch of a new strategic partnership with entertainment icon Snoop Dogg. The partnership brings to life the brand's focus on a gin and juice cocktail strategy celebrating the success of Snoop Dogg's 1993 classic hit “Gin & Juice.”
Snoop Dogg, has been brought on to creatively oversee the Tanqueray Gin & Juice campaign. Through this partnership, Snoop Dogg will develop Tanqueray signature cocktail recipes, incorporating Tanqueray into his show experiences, collaborating for various Tanqueray events throughout the year, and releasing exclusive content and art projects inspired by the global legacy of the “Gin & Juice” song.
“When I wrote ‘Gin & Juice’ it was about good feelings and real experiences; it just naturally became a global anthem,” Snoop Dogg said in a statement. “Tanqueray's creative approach to representing 'Gin & Juice' as the drink I'm known for is authentic and it's always been what we enjoy, so I whipped up a cool cocktail, which I call the Laid Back, which y'all gotta try out."
Snoop Dogg's signature serve, The Tanqueray No. TEN Laid Back, is a crisp, refreshing drink designed for a variety of occasions. Putting an elevated spin on the traditional “Gin & Juice” cocktail Tanqueray is utilizing fresh-pressed juices to compliment the refreshing, whole citrus flavor profile of Tanqueray No. TEN GIN creating a sophisticated cocktail option for all to enjoy responsibly.
Keenan Towns, brand director for gins at Diageo said: "This is an exciting time for the Tanqueray brand. Snoop Dogg is the perfect partner for Tanqueray as we admire his talent, creativity as an artist and know he has been a long-time fan of gin and juice cocktails and Tanqueray supporter. Working with Snoop Dogg will help regain Tanqueray's foothold as the gin of choice for all gin and juice cocktails. It is a perfect fit that cultivated an organic yet strategic partnership that we truly believe brings back a newfound love for gin and juice cocktails.”
Together, Tanqueray and Snoop Dogg are bringing gin and juice cocktails back to the limelight by showcasing Tanqueray as the ultimate choice for all occasions but urging everyone to enjoy responsibly by drinking in moderation and securing a designated driver, it says.
Tanqueray No. TEN Laid Back by Snoop Dogg
1 oz. Tanqueray No. TEN
1 oz. Cîroc Apple
2 oz. Fresh Pineapple Juice
Splash Club Soda
Preparation: Add all ingredients to a shaker filled with ice. Strain into Double Old Fashioned Glass. Top with a splash Club Soda.
Glassware: Double Old Fashioned
Garnish: Pineapple Wedge or Lime