Tasting sessions will be set up by experiential agency TRO at events including the Grand Designs show, Taste of London and Taste of Birmingham during 2009. The brand will also host ‘Tanqueray Tables' cocktail and canape evenings at venues in London in summer.
Diageo has teamed up with photo agency Magnum Photos and PR firm Trimedia for its photo competition, designed to promote the gin's flavour.
The A Taste for Life campaign builds on Diageo's first print campaign for the brand, launched last year, which featured images including a ballerina on tip-toes mid-performance.
Tanqueray brand manager Lara O'Shea said: "Times are tough at the moment and we want to provide retailers with support. This activity will help communicate the flavour of Tanqueray."