Tanqueray goes orange, but with limes

Tanqueray may be the top selling imported gin in the U.S., but it's not standing still. The Diageo-owned company has unveiled a new product, Tanqueray Rangpur.

It is distilled with Rangpur limes, a fruit that looks more like a tangerine in color and size.

Why the new product effort?

"The gin category is experiencing a resurgence as consumers seek more complex and interesting spirits," said Jennifer Van Ness, vice president of marketing for gins with Diageo NA, echoing an observation I made in a recent column on new gin products.

"We undertook an extensive amount of research and testing to find the ideal new entry ... .We're confident that Tanqueray Rangpur Gin, which is quadruple distilled, succeeds ... ."

Rangpur limes, native to India but now cultivated in Southern California, have a deep orange, heavily-seeded pulp. They produce blossoms and fruit year-round. One medium lime contains about 20 calories. They often are used to make marmalades or punches.

Tanqueray Rangpur is being made available in 50ml, 750ml 1L, 1.75L, 200ml and 375ml sizes. The suggested retail price for a 750ml bottle is $21.99.

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