Mumbai: Tanqueray has announced a global partnership with actor, producer and businesswoman Sarah Jessica Parker, appointing her as the brand’s global ambassador and ushering in a new chapter for the iconic premium gin. The collaboration kicks off a global movement that celebrates the power of saying “No” in the pursuit of excellence, anchored in Tanqueray’s heritage of craft, experimentation and uncompromising standards.
Bigger than a traditional campaign, the partnership marks the beginning of a new series that will see Tanqueray collaborate with hand-picked cultural voices worldwide to celebrate spectacular effort and craftsmanship. The launch comes to life through a cinematic film led by Sarah Jessica Parker and a global campaign titled ‘There’s an N and an O in every ICON’, supported by a range of new and unexpected brand experiences, both online and offline, across markets.
At the heart of the movement is ‘300 No’s’, a concept inspired by Tanqueray’s own origin story. Almost two centuries ago, founder Charles Tanqueray experimented relentlessly, creating more than 300 liquid recipes before arriving at the distinctive Tanqueray London Dry Gin. That spirit of persistence and refusal to compromise continues to define the brand today.
Commenting on the partnership, Patricia Borges, Diageo’s Global Gins & Rums Director, said, “Tanqueray’s heritage is built on the foundation of never compromising. Through this partnership we are celebrating the No’s over the Yes’s, as ultimately these are what lead you to something truly iconic! With her fearless refusal to compromise, Sarah Jessica Parker was the perfect choice as our inaugural cultural voice for this movement and to launch There’s an N and an O in every ICON.”
Sharing her perspective, Sarah Jessica Parker said, “I’m thrilled to be joining forces with Tanqueray, celebrating all the many No’s we meet in the pursuit of excellence. The No’s i’ve collected throughout my life and career have shaped me, pushed me, and, more often than not, carried me to the most unexpected and spectacular places. They’ve become part of the adventure, and I’m grateful for every single one.”
Highlighting Tanqueray’s enduring craft legacy, Terry Fraser, Tanqueray Master Distiller, said, “Since 1830, Tanqueray London Dry Gin has been crafted with the same four botanicals, a mark of our relentless pursuit of excellence. At our distillery, science and artistry come together to craft a liquid that is consistently spectacular, continuing Charles Tanqueray’s iconic legacy.”
As global ambassador, Sarah Jessica Parker embodies Tanqueray’s never-compromising ethos. The campaign film, directed by Paul McLean and shot by Miles Aldridge, spotlights the defining “No’s” that shaped Parker’s personal and professional journey, mirroring Tanqueray’s own path of experimentation and refinement. In the film, Parker states, “The No’s you give and Take, are what make life spectacular.” The campaign also features Tanqueray London Dry Gin alongside its iconic serves, including the Tanqueray Dirty Martini and Tanqueray Gin & Tonic.
The partnership marks the first chapter in a broader global cultural platform for Tanqueray, with additional voices and tastemakers set to follow across Brazil, the US, Italy, the UK, China, India and beyond. The collaboration will come alive through a blend of cocktail culture, curated experiences, content and conversations, reinforcing Tanqueray’s place in contemporary culture.
As part of the global rollout, Tanqueray x Sarah Jessica Parker moments will include an appearance at the Rio de Janeiro Carnival in Brazil this February, followed by activations in Milan, Italy, and other global destinations. Further details will be revealed throughout 2026.
