Tanqueray no. Ten launches the ‘cocktail of dreams’ experiment

Tanqueray No. TEN is exploring the future of socialising by pushing the boundaries of personalisation with its experiment ‘The Cocktail of Dreams’, a visionary global project that crafts cocktail creations from dreams. Using state-of-the-art electroencephalogram (EEG) technology developed by leading tech company, MyndPlay, the scientific experiment delves into a subconscious set of preferences which prove to be very different from their conscious ones.

This March, a specially selected group of creative minds - ‘Dreamers’ - from across the globe had their brainwaves translated into bespoke cocktails. Using EEG headsets, they were exposed to different scents (such as vanilla, mint, spices, and herbal tones) and sounds in an awake and in a relaxation state while their brainwaves were analysed into data by MyndPlay’s technology. The results of their relaxation preferences came back all strikingly different from the waking preferences. Using Diageo’s FlavorPrint technology, Tanqueray No. TEN’s global Tastemakers - a trio of award-winning bartenders - translated these unique brainwave data-driven flavour profiles to begin crafting one-of-a-kind cocktails, unlike anything found on the cocktail menus of today. The resulting cocktails manifest the perfect blend of artistry and technology brings to life inspiration and potential in a place not yet explored in the drink’s world.

Following this first successful experiment, consumers will be able to discover the ‘cocktails crafted in a dream’ online, followed by live tastings during Milan Design Week in Italy and SP-Arte in Brazil this April. An exclusive documentary, showcasing the steps of the experiment, will also premiere online and across social media channels.

The three extraordinary ‘Dreamers’ were selected for their deep connection with food, fashion, design and creativity: food influencer and storyteller Sam Ways (UK); design and style expert Federica Gervasoni (Italy); and multi-talented journalist, artist, and model Thai De Melo (Brazil). Each partnered with one of the No. TEN Tastemakers - Tiffanie Barriere (The Drinking Coach, US), Matteo Di Ienno (Co-Founder of Fermenthinks, Italy), and Giulia Cuccurullo (Head Bartender at Artesian, The Langham, UK).

Tasty and original in equal measure, the participants’ flavour profiles show that there are myriad ways to get creative with cocktail-making. Sam Way’s dreams created Cordial Conversation; a mysterious, multi-layered cocktail interpreted by Tiffanie Barriere. Combining Sam’s subconscious preference for liquorice and smoky flavours while honouring opposing conscious preference for floral profiles, Tiffanie blended double-steeped jasmine tea, watermelon syrup, and fig leaf cordial, adding garlic oil for a savoury twist. Federica Gervasoni’s subconscious appetite for voluptuous flavour inspired Dusk Delusion by Matteo di Ienno, a surreal blend of contrast, vegan cocktail with foam, ruby chocolate and vegan caviar for added texture. While her waking palate favoured tropical and smoky notes, her dreams revealed a longing for more mellow flavours such as vanilla and cream, which he bought to life with a blend of gin, mango chutney, vanilla-woody syrup, to create a tangy yet smoky serve, with a float of slightly bitter Barolo. Thai de Melo’s dreams shaped Essence Whisper by Giulia Cuccurollo, a refined martini. While she enjoyed lighter notes of liquorice, berry, and herbs in awaking life, her dreams erred toward coffee and mint. To reflect this, Giulia crafted the Thai Essence, a blend of fig and bergamot cordial with Monin Paragon Palo Santo and Monin Paragon Labdanum, a dash of coffee cordial and a hint of liquid smoke to add depth and complexity.

Tiffanie Barriere, Tanqueray No. TEN Tastemaker, said,  “The outcome gave me lots of perspective on creative minds and intuition. As for my own creativity, I’ve always focused on the person - their style, voice tone, and body language. Sam’s data analysis was directly opposed, shifting my focus to the message the drink needed to convey: Clean, balanced, cold and layered.

“The results were nothing short of spectacular,” shares Amabile Guglielmino-Brady, Diageo’s Global Head of Content, Culture, Connection & Media for Gins. “By delving into the subconscious, we unearthed flavour profiles beyond participants’ usual awareness—hidden cravings for ingredients and cocktail combinations they had never imagined. The relaxation state became a gateway to untapped sensory desires, and our Tastemakers rose to the challenge, transforming these revelations into cocktails that redefined cocktail artistry.”

Patricia Borges, Diageo’s Global Gins & Rums Director “By fusing artistic mixology with cutting-edge neuroscience technology, Tanqueray is pioneering a world where drinks are no longer just consumed, they’re experienced on a deeply personal level. Unlocking the subconscious allows us to create bespoke, dream-inspired cocktails that reshape how people connect, celebrate, and engage with the drinks industry.”

From Tuesday 2^nd April, consumers will be able to find these recipes and how they were created in detail on the Tanqueray website, as well as the opportunity to discover their Dream cocktail, challenging their own perception of flavour on the Cocktail of Dreams website.

About Tiffanie Barriere

Tiffanie Barriere, a Tastemaker for Tanqueray No. TEN, began her journey in hospitality in Houston, Texas, influenced by her family’s love for entertaining. After honing her skills in Atlanta’s bar scene, she became known as “The Drinking Coach” on Instagram. With a career spanning two decades, Barriere is a respected bartender, consultant, educator, and industry advocate. She started at One Flew South in Atlanta, gaining invaluable experience, before transitioning into freelance bartending and brand ambassador roles across various spirits categories, including cognac, rum, and gin.

@thedrinkingcoach | www.thedrinkingcoach.com

About Matteo Di Ienno

Matteo Di Ienno is a prominent figure in the international bartending scene and a tastemaker for Tanqueray No. TEN. Born in Florence in 1986, he has been shaping the hospitality world since 2007. Inspired by his mother’s hospitality at their family bar, Di Ienno began bartending at age 16. He moved to London at 20 to refine his skills and worked at Brown’s Hotel. He later contributed to the opening of The Four Seasons in Florence, where at 21, he earned Michelin Star recognition while working across various roles in the hotel. His career has spanned London, New York, and Italy, and he co-founded Fermenthinks, a Tuscan micro-distillery producing quality gins and spirits.

@matteonair | www. fermenthinks.it

About Giulia Cuccurullo

Giulia Cuccurullo Tastemaker for Tanqueray No. TEN and Head Bartender at Artesian, The Langham. Born in Naples, Giulia Cuccurullo is the Head Bartender at Artesian, The Langham Hotel in London where she has been part of the team and representing the bar as Brand Ambassador since 2018. After discovering her passion for Bartending whilst studying, she grew to love the job and recognised her talent, with a new perspective on mixology from her technical and intricate training she learnt during her degree.

@giuggifoca | www.artesian-bar.co.uk

About Tanqueray No. TEN

Tanqueray No. TEN is the bartender’s choice of gin for cocktail artistry, distilled in small batches and crafted with meticulous care. With a vibrant, distinctive citrus heart and a taste profile to complement creativity, Tanqueray No. TEN is distilled from whole citrus fruits, with an aroma of tangy grapefruit, citrus fruits, juniper and chamomile flowers. The citrus heart of Tanqueray No. TEN is distilled in a 500 litre Tiny Ten copper still, for a taste and personality that can’t be replicated.

@tanqueraygin | www.tanqueray.com