São Paulo, January 2026 – Tanqueray is pleased to announce its partnership with global ambassador Sarah Jessica Parker. The actress, producer, and entrepreneur will lead the brand’s next step in a movement rooted in “300 ‘no’s,” an echo of Tanqueray’s ceaseless quest for excellence through its iconic London Dry Gin. Guided by a longstanding tradition of craftsmanship and driven by a future-first vision, Tanqueray inspires people to never compromise and always raise the bar.
Together, Tanqueray and Sarah Jessica Parker are poised to defend the spectacular, revealing a challenging truth: it’s the ‘no’s in life that take us the farthest. The launch is focused on the campaign “There’s an N and an O in every ICON,” as well as new and surprising brand experiences, both on- and offline, across the globe.
“Tanqueray’s legacy is all about never compromising. With this partnership, we’re celebrating the ‘no’s rather than the ‘yeses’ – because it’s the ‘no’s that ultimately put us on the path to something truly iconic,” says Patricia Borges, global managing director of Gins and Rums for Diageo. “Because of her fearless refusal to give up on her vision, Sarah Jessica Parker was the perfect choice for our first cultural voice for this movement, and to launch ‘There’s an N and an O in every ICON.’”
Sarah Jessica Parker adds: “I’m thrilled to team up with Tanqueray to celebrate the many ‘no’s we all find in the pursuit of excellence. The ‘no’s I’ve collected throughout my life and career helped shape me, push me – and, more often than not, carried me to the most unexpected and spectacular places. They’ve became part of the adventure, and I’m grateful for every single one.”
“Tanqueray is a brand that helped define premium gin in Brazil in recent years. This partnership with Sarah Jessica Parker is the cultural expression of values that the brand has always cherished: consistency, excellence, and staying true to its own standards. This is a global movement that reinforces our long-term ambitions for Tanqueray in the country, as the category matures and consumers become increasingly attuned to the quality, history, and purpose of the brands they choose,” explains Guilherme Martins, Diageo’s CMO in Brazil.
The campaign, developed by AlmapBBDO, marks a new chapter that combines culture, conscious choices, and excellence. “It’s a joy for the Almap team to position Tanqueray globally,” says Filipe Cury, ECD for AlmapBBDO. “And when you’re able to find the sweet spot where the brand’s values meet human behavior and cultural tensions, that makes your work resonate all the more. In our case, we were lucky enough to have a star like SJP, who shares in all those truths and helps us bring them to the public with a unique, powerful approach.”
“300 ‘no’s”: the path to discovering the spectacular
Nearly two centuries ago, Charles Tanqueray decided to create something truly out of the ordinary. After tireless experimentation, working with the finest botanicals, he developed over 300 recipes until hitting on one that was perfectly balanced. The result was the spectacular Tanqueray London Dry Gin, a recipe which is produced to the same standards today. That spirit of experimentation and craftsmanship remains at the heart of what Tanqueray represents, as it continues to inspire people to transform life into a spectacular story.
Three hundred tests. Three hundred ‘no’s. One iconic brand.
Terry Fraser, Tanqueray’s master distiller, explains: “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, carrying on the iconic legacy of Charles Tanqueray.”
“There’s an N and an O in every ICON”
By stepping into the role of Tanqueray global ambassador, Sarah Jessica Parker has personified the brand’s uncompromising stance. Her legacy, built on the courage to say “no,” has been guided by clear intentions and a firm purpose. Whether it’s refusing to compromise on her vision or rejecting shortcuts, her no’s trace a clear path forward.
“There’s an N and an O in every ICON” is a global movement debuting on a global stage, with a film directed by Paul McLean and shot by Miles Aldridge. Starring Sarah Jessica Parker, the film highlights the ‘no’s that shaped her journey, reflecting Tanqueray’s transformative spirit. As Parker says in the film: “The ‘no’s you give and take are what make life spectacular.”
The campaign presents the classic Tanqueray London Dry Gin and its iconic drinks: the Tanqueray Dirty Martini and Tanqueray Gin & Tonic.
The global moment
This partnership marks the first of a new series which will celebrate Tanqueray’s role in contemporary culture, with other voices and tastemakers to feature in subsequent chapters. Each will bring a creative point of view to special moments and experiences in countries such as Brazil, the United States, Italy, the United Kingdom, China, and India, among others.
It all connects in a combination of cocktail culture, curated experiences, content, and conversation, in Tanqueray’s next chapter.
