Think of a crazy innovation, or a wild flavour or an unusual process. I’m willing to wager that no matter how outlandish the concept in your mind is – you can find a gin maker who has released it already.
I’ve seen Iberico ham used to make Pechuga Gin, gherkins to make savoury gins, unicorn tears to make, well – let’s not go there… There have been gins with gold flakes, collagen, botanicals that only grow by moonlight, others from ingredients grown at obscene elevations and many using untold treasures from the tidal seas.
I’ve drank gins made with ants, adaptogens, dairy and even, as I found out way too late – chillis so high in Scoville count that I couldn’t taste for days. The gin renaissance has been a wild ride!
And not just in the bottle either – gin packaging has been a carnival too. There’s been crazes over lit-up bottles that play The Nutcracker, and literal highs with gins that have gone to space. Back on earth, cardboard boxed bulk sized options, hand-blown decanter’s, petrol canisters are all a dime a dozen. Indeed – no bottle needed straight from the distillery via a tap release has been an option too.
You name it, the Gin category has been there and done that at some point in the last past decade.
Some remain joyful memories of limited editions too niche to warrant a second release – others have rightfully disappeared never to be spoken about again. And regardless of their fate – I love that innovation has propelled the category into mainstream popularity.
But where does it go from here? What does the buzzword that has followed the category for years, innovation, mean for Gin in 2025?
Here are some insights based on dozens of conversations I’ve had with producers in recent months.
Where we stand: Gin’s global snapshot
According to Euromonitor International, global gin sales reached 105 million nine-litre cases in 2023. The early estimates for 2024 is 108 million cases. The category’s value also continues to rise, from $23.6 billion in 2023 to an anticipated $24.5 billion in 2024. (Official figures are released in March)
By 2025, sales are forecast to exceed 110 million cases and reach $26.02 billion in value. This all paints a pretty picture and, positively, gin is in growth as a category!
Yet these figures mask a more complex reality. There are very real areas of growth, sure. India and Southeast Asia are looking positive, so are hotspots in Latin America. But there are some plummeting fortunes in certain key markets, the UK being one of them.
Much of the recent boom in gin sales, particularly in the UK, has been driven by flavoured gins. Innovation and Flavoured were almost synonymous at one point. These peaked pre-2020, accounting for over a quarter of the market. Their volumes have since halved and are crashing further. Flavoured gin boom and now bust aside, the UK as a market is contracting across all gin genres, as is Spain.
Even in countries where the category isn’t performing badly, it’s a mixed set of fortunes. Bigger players are finding ways to muddle through while smaller players in Germany, Belgium and South Africa start to drop off. I’ve counted dozens and dozens of permanent closures last year.
A similar story is beginning to play out in Australia. Like in many markets, the conditions there are challenging for craft distillers. Only the best offerings can survive the over-saturation.
Why drop these stats?
Because key to surviving these choppy waters is the ability to stay relevant, be it through campaigns promoting the current offering, or via innovation. Most producers in contracting markets are looking at the former, meaning less innovation and fewer releases.
It also means that when new releases are unveiled around the world – it’s unlikely they come to oversaturated, declining markets. So if you, like me, are a UK based consumer, you may feel left out of the loop…
One of the ways some producers are innovating is through positioning their offerings in the luxury space and releasing new products to further premiumise their ranges. It’s a gamble that seems to be paying off.
Data suggests that despite premium gin volumes (products in the £30-35 space) declining in key markets, the luxury + segment continues to grow.
Not only does £50+ price bracket shows resilience here in the UK, that tranche is also making headway stateside. Brands like Procera, Seventy One Gin, 44°N Gin, and Renais are all good examples of this small but buoyant segment. Will Lowe, founder of Cambridge Distillery, explains:
“The luxury gin category, where we have always focussed, still enjoys a double-digit CAGR and is accelerating. Cambridge Distillery is at the forefront of this growth, and as more brands join the drive we can see consumers becoming more discerning in their selections. Innovating for improvements in quality, rather than innovation for innovation’s sake, is the future.”
Will Lowe, Cambridge Gin
WHAT THE FUTURE HOLDS:
Expect more super-premium and limited-edition releases from craft brands, alongside renewed efforts by multinational brands to compete in this space. 2025 could well see some big names release £100+ gins, be it via new to world brands or in Limited Edition range extensions.
At the very least – expect collab drops with famed designers, artists and celebrities (a continuance of The Bombay Sapphire x Thomas Heatherwick gift set for example).
It’s always going to be perceived as a niche area compared to the mainstream gin isle. However brands that can justify the price through their process and flavour quality and position themselves as super luxe, just as Cambridge Gin has, have a lot of headroom to grow.
Global innovation: Rising stars in emerging markets
As the luxury segment gains traction, premiumisation is not confined to traditional markets. Regions like Argentina, India and Southeast Asia are following the likes of Australia and South Africa, redefining what premium gin means with their own offerings. By incorporating local ingredients and stories, they are demonstrating that the rising stars of the category can be found around the world.
These localised approaches bring new discovery for existing drinkers and huge diversity. It’s a global category but within in it are local stories, flavours and ways of serving the spirit. In discussion, Southwestern Distillery founder Tarquin Leadbetter shared a similar perspective that many drinkers have. It is exciting to see what’s going on elsewhere and the element of discovery the category still has to offer.
“I love to see the localisation of botanicals in overseas gin brands. I’m always excited to try a local craft G&T when travelling. Globally, gin is still very much a growth category and I’m excited to see some new shining stars break through!”.
Tarquin Leadbetter
We might have seen the first wave of these brands build up some level of international awareness around them. Peddler’s, Never Never and Hapusa come to mind here.
But look past those familiar names for a second. You’ll see how much more evolved many of these regional brands have become in the past four years. Several names that have been on the periphery for a while are not so locally confined either, exporting far and wide… Look at Portofino, Etsu, Sông Cái, Scapegrace and Archipelago and how much progress they have made in building up depth and traction around their ranges.
There are some truly compelling, sophisticated brands being developed. Not only are they exceeding the standard of what happened in the UK ten years ago, they are now building in markets where there is momentum. Because of that, these brands are accelerating and are set to evolve even faster.
WHAT THE FUTURE HOLDS:
The element of discovery will continue to be an appealing draw for drinkers. It will always be a talking point, just as it is New World Whisky.
However, there is a long overdue shift in both European media that’s due to happen. Expect trade magazines and coverage to increasingly spotlight these regional brands. Moreover, I anticipate that their thought leadership around innovation and their role in shaping the future of gin will be better recognised. If you look properly – many are now far beyond just ‘up and coming’ products with unique local accents.
Innovation for Flavoured Gin: Authenticity takes centre stage
Flavoured gins have seen a steep decline, but there’s a clear shift toward authentic, natural flavours emerging. Anecdotally, it seems like those are the brands that are surviving the downturn.
So, what’s the new frontier for the Flavoured Genre? Less pink, for starters…
Never Never Gin co-founder George Georgiadis notes: “There are a few areas that could continue to excite. This might include post distillation flavour or textural additives or techniques for extracting flavour other than distillation. This could cover anything from sugar sources to fat washes, acids, or hydrosols. Drawing queues from alternative spirit categories may play into this, as well as the complex and emerging world of wellness ingredients.”
I agree and techniques like grilling, charring and fermenting botanicals, as well as using sonic maceration and CO2 extractions will in time unlock new flavour possibilities. Flavoured Gin doesn’t have to mean frou frou. Moreover, authentic innovation isn’t just about real ingredients – it’s about pioneering process too.
Beyond a rapprochement of culinary techniques into gin making – I think that Savoury profiles and under explored. Drinkers are familiar with saline and maritime (salt, oyster shells etc.) and taking this one step further wouldn’t be too much of a leap. Botanicals such as barks, fungi, sap and smoke are likely to gain traction for those doing NPD.
Why? Because they already are. Look at James’ Gin and their recent use of mushrooms, or Junipero’s Smoked Rosemary edition.
Expect the line between contemporary and flavoured to be blurred when exploring this zone. So many correlate verdant, sappy and savoury with the broad pine-meets-grass-meets-wood floor-like flavour spectrum juniper can bring. Especially if the juniper being used has a unique provenance and provides unusual notes compared to the familiar Tuscan or Macedonian sources.
A great example of this is Laneway‘s limited edition NWT (who’s botanical bill includes cedar, sweet fern, chaga, balsam and Canadian juniper), which is an all-encompassing boreal forest-laced assault on the senses.
WHAT THE FUTURE HOLDS:
I predict a rise in savoury gins as the Filthy Martini craze (eventually) dies down a little but the desire for umami and savoury still attracts attention. After all, it ‘savoury’ is now mainstream as a trend.
Expect to see a little more culinary-inspired production techniques being applied to botanical preparation and extraction too. Some will be gimmicky, but here’s hoping some will enhance overall flavour complexity and break new ground…
The maturing appeal of Cask-Aged Gin
As flavoured gin explores new frontiers of authenticity and culinary techniques, another area where innovation is evolving is in cask ageing. By blending tradition with creativity, cask-aged gin offers a refined alternative that appeals to both connoisseurs and curious newcomers.
I’ll state it upfront – It’s not going to be the next big thing.
However, the genre’s resurrection is notable and will continue in 2025. Namely, as these gins tick many boxes that drinkers seeking refined experiences search for. It helps that through borrowing cues from the whisky and wine worlds, they can command higher price points too. For producers wanting to tap into the luxury end of innovation – it’s a good vehicle to get there.
I find myself strangely drawn to the genre, despite the many insipid cask-aged releases I’ve tried over the years. Namely, because I believe the resurgence stems from more nuanced and balanced liquids than the early pioneers of the late 2000s. Provenance also plays a significant role, with distillers now emphasising authentic links.
Take Bosque Gin’s Refugos which employs second-use French oak barrels previously used for Malbec wines. It’s a product that surprises even seasoned spirits drinkers. Juan A. Chereminiano, co-founder of Bosque Gin, explains:
“Argentina has a deep wine culture. Therefore, exploring the use and impact of these vessels on new beverages seemed like something that could give us a unique, authentic result. When it’s done right, it can create a sipping experience as satisfying as a fine whisky.”
Juan A. Chereminiano
From Argentina to India, where Rahul Mehra, co-founder of Stranger & Sons, also echoes this sentiment. “Our Sherry Cask Aged gin – infused with cascara and wild honey, which we introduced last year as a limited edition, was widely loved especially by whisky drinkers as it was almost akin to sipping an old-fashioned cocktail.”
Looking forward Mehra suggested that “Cask-aged gins and premium ready-to-serve cocktails are set to gain more traction in the market over the next 18 months. We see a strong and growing interest in these products as they cater to a wide range of drinking occasions, from refined celebrations to casual gatherings.”
WHAT THE FUTURE HOLDS:
More brands will explore cask maturation, creating limited-edition releases that cater to discerning consumers. It’s likely those with expressions in that space release new experiments and iterations rather than stick to a flagship “aged” blended offering (great news for fans of Stranger & Sons and Bosque like myself!).
I anticipate some of the bigger multinationals to expand in this space too. Some have already dabbled with ideas in the past, others like The Botanist are getting traction in travel retail.
It’s too early to state overtly, but I have a feeling that if aged expressions are accepted by drinkers, they may well solve some of the current channel strategy pains and specific partnership conundrums brands have. In other words, many brands and outlets have a vested interest in making them work and giving them another go…
Cultural identity and storytelling in gin
Innovation isn’t always just about flavour. Emerging gin regions are connecting their products to local cultures, cuisine and heritage. Much like how Mezcal producers are embracing these elements in the pitch they make to drinkers.
Latin America’s rich narratives and unique ingredients could soon take centre stage for Gin. I’ve explored these in a recent article on Latin American Gin here. For those who don’t have time for a sideways dive – Condesa’s use of ritual, and Canaima’s links to indigenous communities are two easy examples. So is YVY‘s championing of Brazilian flora and biomes.
Over in Asia, whether it’s Song Cai’s representation of Vietnamese communities, Peddler’s juxtaposition of nostalgia and modernity, or Seekers’ collaboration with local Cambodian artists, cultural storytelling clearly adds depth to gin’s identity.
With so much of this happening in regions whose stories are under told on the international stage, gin has the ability to become a vehicle to carry these messages far afield.
WHAT THE FUTURE HOLDS:
Expect cultural narratives to be more overtly weaved into craft made gins from emerging craft distilling regions, as they are fertile ground for flavour profiles, campaigns and comms.
As more brands leverage heritage and local storytelling to differentiate themselves, many will do this via collaborations and botanical symbolism.
For me, it’s one of the most interesting areas of the category. By harnessing the spirit’s ability to convey narrative, there’s huge potential for the releases to be as much about innovation as they are about representation.
Sustainability as a driver of change
Just as cultural storytelling lends authenticity to gin brands, sustainability underscores a commitment to responsibility and longevity. Together, these values are shaping a more thoughtful approach to gin innovation.
It’s an obvious and well documented predictor too. Therefore how sustainability weighs into this equation is too big not to mention, even if just briefly.
From lightweight aluminium bottles and recycled materials in glass to energy-efficient production techniques, the focus on eco-friendly practices and packaging is reshaping the category. Distilleries are also exploring circular economy initiatives, and repurposing by-products to reduce waste.
WHAT THE FUTURE HOLDS:
Sustainable packaging and less energy hungry production will become standard. Expect a lot of movement around lightweight materials, % PCR glass figures and refillable formats.
Operationally, there will be some serious advances in efficient distilling methods. Particularly, watch for the trend of small brands shifting to multi-shot recipe, closed-loop chillers and other energy recovery / minimising systems. No area of the route to market will be unchanged as producers seek to balance rising costs and environmental responsibility.
Collaborative and bespoke innovation
One of the strongest undercurrents I’ve seen happening in established gin markets has been the growth of third-party contract distilling. Both On and Off-trade venues are commissioning bespoke gins tailored just for them. Batches are small. Partnerships are often hyper local. And gin makers who are finding achieving volume growth and operational profitability difficult, are gladly embracing bespoke.
So far, many have been high-quality, unique offerings too. I believe that’s in large part due to the fact that they’ve been developed by a broad panel of stakeholders and the gins don’t need to cater to everyone. They can be bold, adventurous, and perfectly suited to the venue’s audience.
Turns out seeking out differentiation and embracing feedback panels are a good thing for NPD…
Rahul Mehra, CEO and co-founder of Stranger & Sons, highlights this. “Our approach has always been to pioneer cocktail culture in India by leading the conversation through our innovations. We look to collaborate with like-minded partners under our ‘In cahoots’ series of releases.”
He continues: “Our first ‘in cahoots’ collaboration with The Bombay Canteen to launch the limited-edition Perry Road Peru, was the first time that a restaurant and gin brand came together in India.
Our latest ‘in cahoots drop is called FILTR. It’s crafted in collaboration with Subko (India’s leading homegrown coffee brand). It’s garnered an extremely overwhelming response too, having almost sold out over 12,000 bottles in less than a week.”
WHAT THE FUTURE HOLDS:
I love this area of NPD. But don’t expect it to be the year where a flood of custom gins made for hotels and hospitality groups suddenly expand their reach much beyond doors.
So far, many of the bespoke gins made exclusively for top end hospitality (where the distillery is anonymous) have been undersold and under PR’ed by the venues. Even despite the unique nature and and venue-owned branding all over of the product. The reason is simple, if a little cynical.
Most big groups and venues do not want to jeopardise their lucrative listing fees, the ‘support’ they get for cocktail menus or access to ultra competitive pricing for their house spirits. Therefore, following the initial launch, most of these bespoke made gins take a back seat to not upset the status quo.
That said, the opposite is true when it comes to equal partnerships. Between influencer partnerships, made for festivals, tourist attractions, art galleries or with other recognisable brands – gins made in partnership and where the distillery has an active stake in the marketing and distribution – like Stranger’s ‘In-Cahoots’ series – are providing a fertile ground for innovation, consistent turnover and consumer interest. Just as the FILTR expression is showing, it is possible to create sizeable cross over interest through collaboration.
Expect the fanfare around those to draw ever louder! And maybe a few iconic names getting into the gin game by proxy…
The base spirit revolution
Base spirit is another under explored area of innovation. The base spirit isn’t just neutral alcohol; it can add texture and character. Made in a ‘single estate’ bases or mixed grain inputs offer opportunities for differentiation.
Examples like Brockman’s Agave, Acrónimo and Astraea Gin’s Single Malt approach highlight how some producers are looking at this area already. Asian distillers, drawing on the heritage of their spirit-making traditions, are also pushing boundaries with unique base spirits and innovative flavour profiles tailored to local palates.
Because of the way they play with the level at which the base is palpable – Asian (and in particular Japanese) gin makers are at the forefront of what could potentially be a new chapter for the category.
Through this melange of Sochu, Sake, Baiju heritage and how that’s being used as a jump off point – it’s very possible that there will be a new interpretation of what gin can be.
WHAT THE FUTURE HOLDS:
Continued experimentation with base spirits and differentiation through base spirit USP is likely. This includes hybrids and unconventional sources, redefining what gin can be to a new audience of drinkers.
Don’t be surprised if the movement in Asia gathers momentum either. If it does, it has the potential to be as significant as the concept of New Western Dry was back in the late 00’s.
Adaptation and resilience: What lies ahead
Gin’s role in the spirits landscape is shifting. Historically an innovation trailblazer, the category now needs to adapt to trends. It needs to respond to the movement around no and low spirits. It needs to take inspiration from nostalgia-driven products, and ultra-premium releases.
As consumer preferences evolve, gin brands must stay agile to remain relevant. What’s not clear is how many of them are good at being reactive, or even selective in what they release. For the past decade, they are the ones who have been setting the pace and everything has been received by curious drinkers…
The gin market that lies ahead will be one of both creativity and resilience. One thing’s for sure – gin in 2025 won’t just be in your glass – it’ll be a story, a statement, and maybe even a step towards saving the planet.
From savoury sips to luxe labels, distillers are proving that there’s still magic to be found in the juniper jungle. So, while the wildest ideas might have already been bottled, the future of gin isn’t about outlandishness—it’s about evolution, authenticity, and a dash of daring. Cheers to that!
Written by Olivier Ward / 14th January 2025
