Diageo will bring a new ‘multi-million pound’ campaign for its gin brand Tanqueray to the UK.

Launching this month under the tagline ‘Unmistakably Tanqueray’, the wide-ranging activation will aim to emphasise the ‘distinctive’ flavour of the brand’s gins. The campaign will cover out-of-home advertising – including artwork that sees two blindfolded models enjoying Tanqueray – as well as print and digital activity.

Diageo’s global head for Tanqueray gin, D-J Hageman, said: “As the world of gin continues to grow, it is getting ever more confusing about which one to choose. We want to bring the conversation back to what really matters – taste.

“For nearly 200 years, we have always had an unwavering attention to taste and quality over anything else. Back in 1830 our founder, Charles Tanqueray, searched the globe for the world’s best ingredients, ultimately choosing juniper, coriander, angelica and liquorice for his iconic, perfectly balanced Tanqueray London Dry.

“To this day we still use these same four botanicals when making Tanqueray London Dry and we also use them at the heart of all of our variants – it is these core botanicals that make all of our gins so distinctive and full of flavour.”

The campaign comes within a year of of several other initiatives for the brand: in February, it unveiled a new bottle design for its recently launched Tanqueray Rangpur gin, followed by a new variant made using Seville oranges.

Master distiller Terry Fraser added: “At Tanqueray we are driven by quality, with only one in ten of all botanicals received at the distillery having the superiority and characteristics to go into Tanqueray.

“It is this attention to detail and the perfect balance of botanicals that really makes our taste unmistakable – trust me once you’ve experienced Tanqueray, you’ll never look at gin the same way again.”