The great gin experiment: What could the category’s next invention look like?

The gin explosion of the past few years is a phenomenon that doesn’t seem to be slowing down. But to maintain momentum and stay relevant, what can the category do to continue its reinvention? 

Charlie Whitting, IMBIBE

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Whilst the market has significantly grown over recent years, and even more so in recent months, we believe there is still room for the market to grow. Consider the rise in innovations in flavours, sources, botanicals, ways of distilling and the RTD market featuring gins for younger legal-drinking-age consumers, who begin their journey of discovery in the category.

Jeany Cronk, Mirabeau

The meteoric rise in pink gin’s popularity has seen distillers release gins that bring a bit of colour to the back bar. Pink gin has perhaps enjoyed a resurgence based off the rosé boom, and that has encouraged distillers and winemakers alike to bring these two popular drinks together in ways that focus on the flavours and complexity as much as sweetness and a funky colour.

‘Flavoured gins have done a great job of introducing and bringing new consumers into the category,’ adds Cronk. ‘Whilst they have often been on the sweeter side, they have been a great transition for many consumers to taste and explore gin. What has been exciting to watch, and now play within, is how the category has broadened out to include so many innovations on its original grain-based form.’