Sometimes you want to go out whether solo or with friends and enjoy a classic - a martini and fries. We think this is such a nice blend and is the perfect meal when you’re not looking for something heavy but you want that unctuous blend of flavors that provide you comfort while feeling well - fancy! We headed to The Wilson here in NYC to partake in this and you can too! Tanqueray Gin and Opentable have partnered with one another so that you can go to select eateries in NY and Miami to get the perfect pairing of a martini and fries from Jun 5th to Jul 31st. Of course, we had a great day as it happened to be in the midst of yet another heat wave and a busy day. We wanted to know more about Fancy Hour as well as Tanqueray the brand. We took some time with Christina Choi, Senior Vice President of Gin, Tequila, and Breakout Growth Brands at DIAGEO North America to find out more.
ATHLEISURE MAG: Before we delve into Fancy Hour. Can you give us some background on the ingredients that make up this classic gin?
CHRISTINA CHOI: Tanqueray’s iconic recipe, unchanged since the 1800’s and rigorous selection process of four botanicals, is what sets it apart from other gins. London Dry is the hallmark of the Tanqueray portfolio, known globally as the quintessential, classic gin. Distilled with the perfect balance of just four botanicals, Tanqueray London Dry gin has a sophisticated rich and sensationally smooth taste. It’s one of the most awarded gins in the world - winning the San Francisco World Spirits Competition Platinum Medal for the past two years and a 7-time winner of the bartender's choice by Drinks International.
Tanqueray was one of the early pioneers to curate a more approachable fresh, western, dry style of gin with the introduction of Tanqueray No. TEN - crowned “Best White Spirit” for three consecutive years at the San Francisco World Spirits Competition, which helped lead it to ultimately become the first white spirit to ever be retired to the San Francisco Spirits Hall of Fame. Distilled in a small batch two-step distillation process, Tanqueray No. TEN is made with whole citrus fruits to capture its ‘citrus heart,’ which includes grapefruit, limes and oranges which is then added to the base of Tanqueray’s classic blend of juniper, coriander, angelica, licorice, and chamomile flower. The ‘citrus heart’ is crafted through a minute copper still, ‘Tiny TEN,’ giving the product its name, and then added with other botanicals into ‘Old Tom,’ the over 250-year-old still. The result is a beautifully crisp and iconic gin crafted to make cocktails bloom.
Tanqueray also has two variants of its trademark portfolio within the growing flavored gin category: Tanqueray Rangpur and Tanqueray Sevilla Orange. Tanqueray Rangpur is the perfectly balanced taste of Tanqueray London Dry Gin with a citrus zest. Made with real Rangpur limes, ginger and bay leaves in addition to Tanqueray’s base of four botanicals used during distillation, the result is a subtle and refreshing taste with a satisfying smooth finish. Introduced to the portfolio during the summer of 2021, Tanqueray Sevilla Orange tastes like sunshine in a glass. It is uniquely distilled, made with the delicious flavor of Sevilla Oranges and other fine botanicals that results in a bright, orange-forward taste.
AM: Why does that first drink set the tone of the night, when was the martini created, and why is the gin martini such a go-to?
CC: Tanqueray is the classic choice for any gin-based cocktail and sets the standard for a bold night ahead. In recent months, we’ve seen restaurant-goers begin their night with the beloved martini and fries duo as the pairing continues to emerge on bar tops nationwide. ‘Fancy Hour’ reservations claim this moment for Tanqueray and bring the experience to life with an elevated Tanqueray twist, presenting personalized tableside service with impeccably crafted Tanqueray martinis perfectly tailored to guests' preferences.
In its simplest form the martini is gin and vermouth lending itself to countless variations.
The exact origins of the cocktail aren’t clear, but it dates back to the late 19th century and believed to have evolved from the Martinez - a mix of gin, sweet vermouth, maraschino liqueur, and bitters. ‘Fancy Hour’ invites cocktail enthusiasts to elevate the occasion with a classic Tanqueray martini.
AM: Why did you want to have a Fancy Hour and partner with OpenTable and to run it from Jun 5th - Jul 31st?
CC: National Martini Day falls on June 19th and we thought the iconic cocktail deserved more than just a one-day celebration. In partnership with OpenTable, we were able to take National Martini Day and extend the celebration beyond just a day, highlighting the Tanqueray martini and showcasing how it sets the tone for your night.
Through the end of the month, drinkers 21+ can book a ‘Fancy Hour’ reservation at participating bars and restaurants in New York City, Boston, and Miami through OpenTable.
AM: People can look at participating restaurants here in NY, Boston, and Miami that are part of Fancy Hour, will there be restaurants and/or cities added throughout this promotional event?
CC: The partnership with OpenTable kicked off ‘Fancy Hour’ occasions, introducing a new way to enjoy Tanqueray. We will continue to bring experiences that appreciate the artistry of cocktails made with Tanqueray to cocktail lovers through future initiatives.
AM: For those that may not be able to get out to enjoy this promotion, how can they create a Fancy Hour at home with friends and family?
CC: There are two key components to enjoying 'Fancy Hour' at home with friends and family – remembering that ‘Fancy Hour’ can be defined on your own terms with a perfectly chilled Tanqueray martini.
Just because martinis and fries are taking over bar tops nationwide does not mean ‘Fancy Hour’ must be solely experienced at local restaurants. With just three ingredients, martinis are relatively easy to recreate at home and we hope ‘Fancy Hour’ inspires drinkers to become their own at-home mixologist. Whether hosting a movie night or a dinner party, with a Tanqueray martini in hand and whatever makes them feel fancy.
AM: Will there be other iterations of Fancy Hour after this particular activation?
CC: We will continue to inspire cocktail lovers to start their night with Tanqueray, setting the tone for the night.
AM: For Tanqueray enthusiasts, what is the difference between No. TEN and London Dry Gin?
CC: Tanqueray No. TEN is the ultra-premium gin in the Tanqueray portfolio. It is a Western Style Gin which means it deviates from the classic London Dry style by utilizing more citrus notes and putting less emphasis on the juniper. Tanqueray London Dry gin is a simple recipe of four botanicals - juniper, coriander, angelica and licorice - picked at the peak of their freshness.
Tanqueray No. TEN is citrus forward, crafted using whole fresh fruits in the distillation process. In addition to juniper, botanicals include coriander, chamomile flowers, white grapefruit, lime and orange, with grapefruit as the lead citrus flavor in Tanqueray No. TEN and what gives the variant its distinctive profile.
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