Diageo announced the newest limited-edition extension to the Tanqueray gin brand this week, continuing a trend toward premiumization in the gin category. Launching in July, the juniper-forward Tanqueray Bloomsbury is based on an 1880s-era recipe created by Charles Waugh Tanqueray, the son of brand founder Charles Tanqueray. At that time, the Tanqueray distillery was located in Bloomsbury in central London.
Tanqueray Bloomsbury gin features prominent notes of Tuscan juniper and other botanicals, such as coriander, angelica, winter savoury and cassia bark. It follows recent upscale limited-edition launches from the brand, including Tanqueray Old Tom gin in 2014 and the citrus-heavy Tanqueray Malacca in 2013. About 100,000 bottles of the 40-percent abv Tanqueray Bloomsbury gin ($32.99 a 750-ml. bottle) will be available nationwide, with the focus primarily on the on-premise.