The Ask:
Using insights from MRI Simmons, identify Tanqueray’s audience and develop a Target Book for the world’s #1 premium gin.The Brand
Founded in 1830 and known for its crisp, bold, and refined taste, Tanqueray has been a staple behind bars around the world for nearly 200 years.
The Legacy
Apart from its rich heritage, carefully crafted botanicals and iconically stamped bottle, Tanqueray has a legacy for being the choice gin of legends. Sinatra, Churchill, FDR, even Queen Elizabeth II picked Tanqueray above the rest; because noteworthy people need a noteworthy drink.
Equally ambitious as yesterday’s Greats, today’s enjoyers deserve nothing less. They have the same affinity for the quality that Tanqueray delivers.
Top Shelf Achievers
- They have earned post-graduate degrees (167)
- Often find themselves in leadership positions throughout their careers (121)
Hard working and ambitious, these people have steered their lives towards success. They strive for excellence and the products they choose to buy reflect that.
Thoughtful Spenders
- Going out to eat is about the experience (132)
- They approach products as something worthy of their purchase, not as a frivolous expense (117)
Their personal taste sets the standard for what they spend their money on. Restaurants are never just about the food. For them, quality is measured by the whole experience.
Turning Spaces into Setpieces
- Hosting parties in their homes is their favorite way to bring people together (125)
Decorating their home is a way to express their personality through their belongings. They feel pride in curating their spaces and enjoy opportunities to share them with others.