Tanqueray names Sarah Jessica Parker as Global Ambassador

Premium gin brand Tanqueray has appointed actor, producer and entrepreneur Sarah Jessica Parker as its Global Ambassador, marking the start of a worldwide brand platform. The partnership anchors a broader cultural campaign that the Diageo-owned brand says will extend across key markets including the US, UK, Italy, Brazil, China and India.

The association will debut with a cinematic brand film titled ‘There’s an N and an O in every ICON’, directed by Paul McLean and shot by photographer Miles Aldridge. The campaign draws on Tanqueray’s historical narrative, referencing Founder Charles Tanqueray’s reported 300 experimental recipes in the 19th century before finalising what became Tanqueray London Dry Gin. The brand positions these rejected experiments as a metaphor for discipline, selectivity and craft.

According to Diageo, Sarah has been chosen to front the platform as its first “cultural voice”, reflecting what the company describes as a shared emphasis on refusing compromise in creative and professional decisions. Patricia Borges, Diageo’s Global Gins & Rums Director, said the partnership aligns with Tanqueray’s long-standing ethos of prioritising quality over shortcuts.

Sarah, who has expanded her career beyond acting into production and business, said the theme of learning from rejection resonated with her personal and professional journey. The campaign film references pivotal moments shaped by such decisions, alongside Tanqueray’s flagship London Dry Gin and classic serves including the Gin & Tonic and Dirty Martini.

The partnership will be supported by a series of on-ground activations and appearances during 2026, beginning with events around Rio de Janeiro’s Carnival in February, followed by engagements in Milan and other global cities. Tanqueray has indicated that additional collaborators and experiences will be announced progressively through the year.