The design is said to reflect both the citrus notes of the spirit (the base of the bottle is designed to resemble a citrus squeezer), as well as the art deco style of the ‘golden era’ of cocktails.
Nick Temperley, head of Diageo Reserve Brands for the UK, said the demand for luxury drinks is driving growth for the gin category.
“Tanqueray has a fabulous British heritage and the new Tanqueray No. Ten bottle design has a distinctively art deco, vintage feel which will appeal to bartenders and consumers alike,” said Temperley.
“This new bottle design is inspired by the unique fresh citrus element of the brand, whilst the stylish contouring and lighter glass really allows the liquid to shine through.”
The new bottle will be available in the UK from May.