The UK is the world's fourth-biggest gin market (behind the Philippines, the US and Spain), and here Tanqueray is the third-biggest seller behind Gordon's and Bombay Sapphire.
The key for W&K will be finding the idea that works for mature gin markets as well as emerging ones where awareness is low.
It's a challenge, but not an impossible one. As we all broaden our travelling horizons, we want to recognise some brands wherever we are - because it guarantees quality.
The challenge is to find a single point of difference that appeals both to expert fans and a new audience. Bombay Sapphire, for example, plays on its botanicals - clearly a global product benefit.
I'd suggest that Tanqueray's differentiator will come from the stronger markets. With such a rich heritage in the UK, beginning in 1830 with Charles Tanqueray, this history and heritage could form the cornerstone of the global brand.
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