On March 12, MKTG INC produced a stunning event at New York’s Eleven Madison restaurant in honor of Tanqueray No. TEN’s new bottle and relaunch. In the midst of a chilly March evening we brought the brand to life by turning this classic New York venue into an Art Deco garden soiree.
Rachel Ford, MKTG INC’s Tanqueray East Coast Ambassador, wrote over 100 hand-written invitations to the trade to help drive outstanding attendance. Her efforts, along with Lush Life’s PR push, drew 380 press, trade and influencers into the new TEN brand world, exceeding our attendance goal by 65%.
Drinks industry professionals from 90 top New York accounts, including Dead Rabbit, Extra Fancy, Pegu Club, Pouring Ribbons, The NoMad and Death & Co., were in attendance, as well as media presence from Bon Appetit, Vanity Fair, Town & Country, GQ, Details and Esquire.
The night began with a VIP dinner hosted by Tanqueray Master Distiller Tom Nichol, and attended by drinks-world luminaries like David Wondrich, Dale DeGroff, Jim Meehan and editors from GQ, Details and Cool Hunting among others.
The Mingus Big Band set the tone in the main dining room, where guests swayed to 20s-era jazz classics and sipped on Tanqueray No. TEN cocktails, created especially for the launch by renowned bartender Leo Robitschek. The photo-friendly décor amplified the event beyond the walls of Eleven Madison Park with almost 150 MM impressions via Instagram on the evening of the party alone.
A fantastic night was had by all, including the elated Tanqueray Marketing Team, and Diageo CMO Peter McDonough.