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Diageo's Tanqueray Old Tom gets new life

A limited edition of Diageo’s Tanqueray Old Tom gin features label graphics that retain some classic elements of the former design while refreshing others.

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Diageo is introducing a limited edition of its Tanqueray Old Tom gin with a revitalized label and pack designed by Sedley Place. The limited edition pack features a balance in retaining the hallmarks of the original design and introducing new devices to refresh it for the 2014 edition.

Graphics combine the red band and gold shield from the original Old Tom label with the regenerated Tanqueray seal logo and pineapple device.The creative concept also sees the reintroduction of Old Tom gin as a 1-L clear bottle for the bar trade, with a limited run of 100,000 bottles available for purchase.The Old Tom limited edition follows Diageo’s successful reintroduction of Tanqueray Malacca gin in 2013.

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