Tanqueray created its No. TEN gin especially to make the perfect martini and then toured the world to find the best bartenders to make it.
Now, they're all in London for a two-day festival to show how each of them interprets one of the world's most famous drinks.
There was a year-long search for the 10 best bartenders from 10 of the world's most glamourous cities (London, Athens, Barcelona, Milan, Paris, New York, Miami, Mexico City, Shanghai and Tokyo). These experts now form the nucleus of the Tanqueray Guild.
These leaders have all created their own version of the classic gin martini, and will demonstrate them during the two days. Following which, they head back to their home cities to found their own chapters of the Tanqueray Guild.
The extravaganza will be topped off by a party in London's Covent Garden. This event will see the Piazza turned into a contemporary cocktail bar, where 200 VIP guests will dance to music provided by Giles Deacon.
