Jennifer Van Ness is currently vice president of marketing for gins for Diageo NA and leads the team behind the "Ready to Tanqueray?" advertising and integrated marketing plan, which has contemporized and energized Tanqueray, the best selling imported Gin in the United States. She's currently involved in the launch of Tanqueray Rangpur.

For more than 10 years, Van Ness has launched, repositioned and raised awareness for brands such as Seagram’s VO, Seagram’s 7, Smirnoff and Smirnoff Ice. Van Ness won several Addy awards for the Ready to Tanqueray? advertising campaign and Tanqueray brand nomination for the Webbey Awards.

Van Ness joined Diageo in 2000 as manager of the Smirnoff National Brand Team and rose to senior positions including director of North American Whisky prior to her current position.

Before joining Diageo, Van Ness spent five years with Colgate-Palmolive, where she provided strategic counsel and program management for a variety of highly consumer products ranging from Colgate toothpaste to Softsoap to women’s deodorant. She managed all corporate brand development, new product launches and repositioning.

Van Ness is a graduate of the University of Pennsylvania and earned her M.B.A. at the Amos Tuck School at Dartmouth.

Question #1
Adams Beverage Group (ABG): Tanqueray already has two well-respected high-end gins in the market - why another?

Jennifer Van Ness: This is an exciting time in the Gin category, particularly imported gin, where Tanqueray London Dry is the best selling brand in the United States. The gin category is flat, yet imported gin is growing faster than total spirits. And volume is growing steadily. The time is right for a unique new offering in the gin category that capitalizes on category trends of premiumization and desire for new flavors. That new offering is Tanqueray Rangpur gin – a first of its kind gin that is distilled with rare Rangpur limes and other fine botanicals for a subtle gin taste. It’s a new style of gin - perfect with your favorite mixers or simply over ice.

Question #2
ABG: What are the distinctive characteristics of Rangpur?

Van Ness: The secret behind Tanqueray Rangpur is the exotic limes which impart a mild yet juicy zest. In addition, because the Rangpur essence is distilled into the spirit, as opposed to added after the distillation process, the result is a subtle and refreshing taste with a satisfyingly smooth finish, that as we say – goes with everything. This is not a lime-flavored gin.

Question #3
ABG: Is there a gap in the current U.S. market, where gins are lagging other white spirits, that you think Rangpur will fill?

Van Ness: Premiumization and flavors continue to power spirits growth while consumer and bartender interest in gin is growing. Research has told us that while consumers may start off their evening with a martini or Tanqueray and tonic, they aren't immediately familiar with alternative ways to drink gin and will often switch to a vodka drink for their next beverage. The subtle taste and versatility of Tanqueray Rangpur make it an ideal option for consumers as they drink during social occasions. Tanqueray Rangpur gin has a clear role in the House of Tanqueray.

Question #4
ABG: Who is the target consumer?

Van Ness: Twenty-five to 35 year old general market and African-American males, college educated, unmarried, living in and around cities: what are known as "growing sophisticates.”

Question #5
ABG: Can you share details of the launch strategy?

Van Ness: The Tanqueray Rangpur Gin launch will be supported nationally through broadcast television, out-of-home and digital advertising, building on the already successful campaign “Ready to Tanqueray” featuring Tony Sinclair. A new element of the campaign is www.globeprobe.com, which features a web adventure show shot onsite in Southwest Asia and depicts Tony Sinclair’s journey to discover the exotic Rangpur lime. The marketing program continues our track record for finding unique and creative ways to connect with our consumer. Our consumers are early adopters of media that extend well beyond traditional channels of print and broadcast. The flexibility of digital media provides numerous opportunities to communicate with our consumers on their own terms

Question #6
ABG: The flood of new products has left most restauratuers and many retailers short of white spirit shelf space - what's the best argument to convince them to add Rangpur?

Van Ness: Tanqueray Rangpur is a unique offering for consumers who are early adopters of new products. With an award-winning liquid and innovative marketing plan, consumers will come looking for Tanqueray Rangpur. No retailer will want to be without it.

Question #7
ABG: Is there a cocktail that best shows the brand's quality?

Van Ness: We have three signature cocktails. Tanqueray Rangpur is great simply on the rocks: a true testament to its quality and smooth taste. It's also perfect mixed with cranberry juice or ginger ale with a dash of bitters.

Rangpur Cran

1.5 oz. Tanqueray Rangpur gin
Add 3 oz. cranberry juice and stir. Serve over ice. Garnish with lime wedge.

Rangpur Ginger

1.5 oz. Tanqueray Rangpur gin
Pour into highball glass over ice. Top with ginger ale. Add 2 drops of bitters.