In recent years, gin has enjoyed a rapid rise in popularity, unlike anything the spirits industry has seen in the modern era. Once considered old fashioned, these days gin is going through a startling renaissance as drinkers across the world wake up to the charms of this sophisticated spirit.
Perhaps somewhat surprisingly, the gin trend has proven to be strongest among millennials, with those in the 25-30-year-old bracket experimenting with and consuming the most gin of all worldwide. With a little consideration though, it’s really no surprise at all that young professionals are turning to gin as their go-to spirit of choice. For starters, gin is a low-calorie alternative to other spirits which are often mixed with sugary sodas, with gin most commonly enjoyed partnered with tonic water. In addition, gin is a flexible, refreshing drink that can be enjoyed at any time of the year.
From flavored variants to craft expressions, there is seemingly no end to the global growth of gin. In fact, the trend toward gin is so strong that liquor behemoth Diageo recently reported a 22% increase in US sales alone during the last fiscal year. Yet the growth of this elegant, diverse spirit has not only been domestic, with European and Asian gin sales also rising rapidly in recent times.
With all manner of gin variants currently available, it seems as though consumers are spoiled for choice when it comes to selecting the perfect partner for a gin and tonic or cocktail. Trends show that consumers are moving away from classic London dry gins to experiment with variants including pink gins, flavored gins and tea-infused alternatives.
The craft element of gin is a key part of the spirit’s unstoppable rise, with consumers now preferring more of a boutique experience than the mass-produced spirits of yesteryear. Infused gins can be particularly difficult to perfect, with some expressions containing several complex botanicals that must be balanced to perfection in order to achieve the ideal aroma and flavor. Many consumers are using these exciting new variations on classic gin to produce original cocktails such as the Gin Negroni and Brit 75.
Nowadays specialized gin bars and tasting rooms dedicated to this most exciting of spirits are beginning to pop up across the nation, with the future of gin showing no sign of slowing. As millennials from New York to Nebraska continue to explore the myriad ways of enjoying gin, exciting new variants of this refreshing spirit will no doubt go from strength to strength.