19th February, 2014 by Becky Paskin

Diageo has redesigned its iconic Tanqueray No. Ten bottle in the shape of a lemon juicer to better reflect the gin’s citrus character.

The iconic green bottle now features 10 indentations running down the length of the bottle in an Art Deco design that mirrors both a citrus juicer at the bottom, and traditional cocktail shaker throughout.

In addition, Diageo has chosen to use a lighter shade of green for the glass, but has kept the red Tanqueray seal and signature of founder Charles Tanqueray.

The redesign has been launched in the US this month, and will be rolled out to the rest of the world later this spring.

Diageo claims the citrus juicer redesign helps position the brand as the ultimate spirit for Martinis.

“The new bottle reignites a passion for truly sophisticated Martini cocktails”, says Barrie Wilson, Tanqueray global ambassador. “We are currently seeing a booming desire for classic cocktails and the Martini cocktail in particular, a trend we see continuing to blossom in 2014. I couldn’t think of a more sophisticated and extraordinary gin for such a simple, yet beautiful cocktail.”