Ready to Tanqueray?

Advertising deconstructed.
July 11 2005 6:08 AM

Pushing Gin

The foppish weirdo who wants you to drink Tanqueray.

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Grade: B. These are well-made ads, and Tony Sinclair has a certain gap-toothed charm. The odds are against Tanqueray, though. While vodka makes up more than 26 percent of all spirits sales (stats are for the 12 months up to July 2004), gin is at a measly 8 percent. That's less than bourbon! At the last two parties I've thrown, multiple bottles of vodka have been drained, while the same bottle of Tanqueray has gone nearly untouched. Gin just has too distinctive a taste for your average mixed-drink fan these days. As for me, I'm sticking with my Pimm's No. 1 Cup.

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