ABOUT

In the new cultural landscape of luxury, we saw an opportunity to appeal to younger, affluent consumers, creating culturally relevant, desirable new products beyond the traditional norm.

No. TEN began as an exploration to rewrite the rules of gin, evoking stories of Nature, Taste and Botanical Artisanship, so we took the brand back to its roots, hero’ing the exuberance of nature and intricately realising its essence. Collaborating with artist Kristjana S Williams, gifting agency Servaire and Cent.ldn, we launched the ultimate luxury offer - a hand-poured artisanal candle set and indulgent Martini gifting set.

This bespoke commission for No. TEN weaves rich digital tapestries of the brand’s experimental botanicals and brings our ownable citrus fruit story to life. No. Ten’s House style is maximalist and full of Natural Exuberance, and Kristjana’s execution embodies the brand’s visionary pride in their liquid – the citrus forward taste profile of the gin perfectly encapsulated through bursts of oranges, grapefruits limes and lemons, and vivid, zesty colour palette – all captured through her relentless spirit of creation and infectious outpouring of both joy and rigour.

Katie Reiffenstein, Global Gifting & Brand Experiences Lead, Reserve Portfolio at Diageo said ‘With the £180 Tanqueray Ten candle launch, we were looking at “9.59M+ totally unique monthly viewers & circulation in media; 30+ pieces of press; 12.1M post impressions on Instagram; 6.6M combined followers of influencers who shared our content; 2M+ combined footfall in Selfridges. The numbers are really fantastic."

And Amabile Guglielmino-Brady, Global Senior Brand Manager, No. TEN said “From a Selfridges installation, social media content creation and amplification to an influencers after-party we are creating a scalable and successful new model to win the hearts of the new luxury consumers..."