Tanqueray Gin No.10 in 2000, on the heels of releasing Tanqueray Malacca Gin, Tanqueray released Tanqueray No. Ten Gin. Both of these releases were aimed at a new movement in gin, loosely referred to as New Western Style Gin, that shifted the focus slightly away from juniper to spotlight what other botanicals in gin can bring to the mix. Part of this movement came as a reaction to a new generation of drinkers who had grown up with a distaste for the strong juniper in gin, and another was as a response to the incubatory phase of the now explosive craft cocktail revolution.