Tanqueray Aperitivo: From Market Launch to Consumer Occasion

Product Launch / Brand Partnership

Brand Launch, Customer Marketing, On-Trade Activation, Strategic Partnerships, Experiential Marketing, Sampling, Influencer Marketing, Paid Media

Summer 2026

Partnership & Activation Lead

Tanqueray Aperitivo: From Market Launch to Consumer Occasion

Strategic challenge
How can Tanqueray successfully introduce a new aperitivo proposition into the Dutch market, build relevance around a new drinking occasion and create both consumer demand and on-trade availability from launch?

Insight
Launching a new product requires more than awareness alone. Consumers need to understand the occasion, experience the product and have a reason to order it again. At the same time, customers and venues need confidence that the proposition has commercial potential.

The opportunity was therefore to connect commercial rollout and consumer activation from the start, creating both demand and availability around Tanqueray Aperitivo.

Approach
As the second market globally to launch Tanqueray Aperitivo, we developed an integrated go-to-market approach combining on-trade distribution with a large-scale consumer experience.

The sales team played a key role in introducing Tanqueray Aperitivo into the on-trade, securing listings and building product availability across relevant venues. This created the commercial foundation for the launch and ensured that consumer awareness and trial could be connected to opportunities to order the product again.

In parallel, we partnered with Cityscape Cinema, using its outdoor cinema platform across Amsterdam, The Hague and Utrecht to introduce consumers to the new Aperitivo occasion in a relaxed, social and culturally relevant environment.

Across five locations, Tanqueray was integrated throughout the full cinema experience. Every movie night started with a branded video bumper introducing Tanqueray Aperitivo before the film, while consumers could discover the product through complimentary samples, paid serves and branded touchpoints.

Hotel Arena became the flagship location, where we brought the Tanqueray Aperitivo brand world to life through Mediterranean-inspired styling, branded mirrors, draping, greenery and dedicated bartenders.

The partnership was further amplified through Cityscape Cinema’s own social channels and paid media support, extending the launch beyond the physical locations. Final social and paid media results are still being collected and are therefore not included as hard campaign results yet.

Hospitality for customers, partners, guests and influencers also helped extend the experience through earned social content. The campaign generated 50 social posts, with participating creators ranging from niche profiles to accounts with audiences of up to 205K followers.

The partnership also received editorial visibility through Your Little Black Book.

By connecting distribution, awareness, trial, paid purchase, media and cultural experience, the launch was designed as one connected consumer and commercial journey rather than separate sales and marketing workstreams.

Impact
• Second market globally to launch Tanqueray Aperitivo
• 12,000+ visitors reached, exceeding the original target of 10,000
• 6,000 complimentary samples served, driving large-scale product trial
• 2,000 additional serves sold, bringing the total to 8,000 serves across the Cityscape partnership
• Activation delivered across 3 cities and 5 locations
• On-trade rollout supported by the sales team, building listings and product availability alongside consumer demand
• Branded video bumper shown before screenings, integrating Tanqueray Aperitivo into the full cinema journey
• Organic and paid media support through Cityscape Cinema channels, extending the launch beyond the physical experience
• 50 social posts generated by creators, guests and partners
• Creator participation included accounts with audiences of up to 205K followers
• Additional editorial visibility through Your Little Black Book
• Integrated launch spanning distribution, awareness, trial, purchase, media amplification and cultural relevance
12,000+ visitors. 8,000 serves. One new Aperitivo occasion introduced to the Dutch market.