Looking at gin’s recent U.S. sales, the category is clearly fragmented. Premium and value brands continue to lose market share while super-premium labels continue to post year-over-year gains. Even as the lower end of the category drags total U.S. volume down—to approximately 8.34 million cases in 2024 from 9.33 million in 2021, according to Impact Databank—the higher end is a hotbed of innovation and emerging brands keeping the category interesting.
At Joe’s Beverage Warehouse, which has two stores in the Chicago suburbs, gin consumers are as split as the category is, according to co-owner Ammar Sheikah. “Anecdotally, I can say there are two types of gin customers: The older, retired gin drinker prefers a value brand like Seagram’s or Gordon’s for mixed drinks on a fixed income, and on the flip side, we have younger, hip customers who prefer top-shelf gin like Hendrick’s, Monkey 47, or other smaller labels like Koval and F.E.W.,” he says. “We also carry several new age flavor-infused gins, such as the Irish Drumshanbo, which comes in several expressions, like Sardinian Citrus and California Orange. Empress 1908 is another trendy gin for cocktails that draws in the younger demographic.”
Max Girardin, liquor department manager at Hazel’s Beverage World in Boulder, Colorado, notes that his customers are spending more on gin recently than in previous years. “Our average sale in gin for 2024 was $29 across the category where vodka was $10 for the same time frame,” he says. “We’re also seeing a wider group of people purchasing gin than ever before, but I’d say that the main drivers in the category are 25-to-40-year-old cocktail enthusiasts trying to refine their favorite cocktail at home.” Though large formats of premium brands like Bombay Sapphire ($43 a 1.75-liter) and Tanqueray ($45) dominate sales at Hazel’s, super-premium labels Hendrick’s ($35 a 750-ml.), The Botanist ($35), Empress 1908 ($40), Citadelle Jardin d’Ete ($25), and Monkey 47 ($90 a 1-liter) hold their own among the bestsellers.
Michael Giardina, vice president of marketing for Hendrick’s gin, notes that while consumers—particularly younger generations—are generally drinking less, they’re prioritizing super-premium, unique, and craft-focused brands when they do drink. “We believe this is a trend that will remain for the foreseeable future and these market conditions position Hendrick’s well, as we’re still the No.-1 gin in the super-premium category, which has seen year-over-year increase in volume and value,” he says. “While there has been a recent reduction in consumers’ discretionary spending, premiumization is still the macro-trend in the gin industry and is projected to continue as the economy improves.”
Hendrick’s grew 4% in 2024 to 5615,000 cases sold, according to Impact Databank. Coming in at No. 2 in the super-premium gin segment is Empress 1908, which saw double-digit growth in 2024, climbing 12% to 148,000 cases. Eric Dopkins, CEO and founder of brand-owner Milestone Brands, sees the top end of the gin category poised for impressive growth. “We see gin ready to take share from vodka, wine, and possibly others—as a category, gin is still very small, with vodka, Tequila, and whisk(e)y dominating for many years, so gaining share of shelves, menus, merchandising, and consumer focus is key to category development,” he says. “It’s time for the new era of gin.”
Broadening The Category
Simon Ford, co-founder and managing director of Fords gin, which was introduced in 2013, notes that although growth in the gin category has yet to materialize in the way it has for spirits like Tequila and whisk(e)y, smaller brands are doing their part to stir up excitement. “The U.S. gin market is still dominated by a few brands that happen to be the biggest gin brands in the world, which leaves the rest working to create excitement and grow the category so there’s more space for us to play and be successful,” he says. “This is driving creativity in both innovation and marketing for gin, which helps make it an even more interesting category.” The No. 8 super-premium gin in the U.S., Fords grew 1.7% in 2024 to 57,000 cases, according to Impact Databank.
Among those gin brands outside the top-selling labels, there’s a huge range to be found. “It’s important to note that the gin section of our store is the most varied category, with far less shelf space dedicated to one brand across dozens of SKUs than any other section but amaro and vermouth,” says Girardin of Hazel’s. “Gin is unlike other spirits because all you really need to put ‘gin’ on a label is a neutral spirit and juniper, which invites a ton of personalization and experimentation from producers. I’ve noticed a substantial uptick in producers reaching for more exotic flavor profiles and local terroirs.”
Vying for space in the super-premium segment, Wilde Irish gin ($42 a 750-ml.) launched in 2021. Named after the Irish poet and playwright Oscar Wilde, the brand is distilled from Irish grain by Ireland’s first female master gin distiller, Deirdre Bohane, and made with purple heather and bitter orange, among other botanicals. “We had an extraordinary 2024, with distribution now spanning seven states and a vibrant presence on social media. The brand has firmly established itself in the U.S. market,” notes Stuart Hall, who founded the brand with Conor Quinn. “We’re proud to be a true Irish gin, and our focus is to win the Irish gin category. As a small, emerging brand, we know our strengths and limitations.” Quinn adds that the brand is planning additional expansion by the second quarter of the year. “We’re excited to lead the charge in raising awareness and appreciation for Irish gin and share our passion with gin enthusiasts everywhere,” he says. “This is just the beginning.”
Empress 1908’s Dopkins says that word-of-mouth is very strong for the brand, whose flagship Indigo gin is infused with butterfly pea flower to give it a purple hue. “As consumers discover the distinctiveness of the brand, they quickly become regular drinkers and passionate advocates for it,” he says. “In 2025, we’ll seek to broaden our consumer awareness with a new brand campaign, as well as increase our focus behind consumer sampling—we want to enable as many consumers as possible to experience Empress in distinctive and delicious cocktails.”
Girardin notes that since Empress 1908 entered Hazel’s in 2018, it’s made a major splash. “It doubled sales in 2019, doubled again in 2020, and is arguably one of the most innovative products in recent memory with its use of butterfly pea flower now being imitated by dozens of brands since,” he says. “On the other side Barr Hill has taken an elegant approach and scaled back botanical complexity to make a gin that uses just juniper and honey, and it’s wildly popular in a time where it seems most new gins are reaching for more new flavors.”
Ryan Christiansen, president and head distiller at Montpelier, Vermont-based Caledonia Spirits, the makers of Barr Hill gin, notes that the brand manages to appeal to many consumers, not just gin drinkers. “Our ability to attract consumers from outside the category has been key to our ability to grow our business during category decline,” he says. Barr Hill has been exploring secondary aging of its Tom Cat gin with such barrel finishes as maple, Madeira, Sherry, and aromatic bitters. “These limited releases have sold out quickly from our distillery tasting room, but will soon be offered to select national markets,” he says. “Great gin is distilled here in America, and it’s made in ways that are directly in line with consumer interest. The appreciation for American-made gin is only going to increase from here.” Barr Hill is the ninth bestselling super-premium gin in the country, at 39,000 cases in 2024, according to Impact Databank.
In the No.-10 spot, Gray Whale was up 1.5% in 2024 to 38,000 cases. The California small-batch gin seeks to stand apart with its use of ingredients foraged along the migratory path of the California gray whale, including juniper, lime, fir tree, kombu seaweed, mint, and almonds. “In 2024, Gray Whale launched new advertising highlighting the gin’s versatility,” says brand director Lauren Borstein. “Cocktails made with Gray Whale can either be savory, highlighting the kombu, or more refreshing, amplifying the mint and lime. Bartenders and home drinkers can get creative and build a range of cocktails that appeal to all white spirits drinkers.”
Sheikah of Joe’s Beverage Warehouse has certainly noticed the growth in American gin brands. “For decades, all the best-selling gin brands were European, such as Bombay and Tanqueray, but now we’re seeing American labels making their presence felt,” he says. “Brands like Aviation and Gray Whale are improving in sales for us each year.” No.-3 super-premium label Aviation had grown steadily since its debut in 2006, but fell 4.5% in 2024 to 100,000 cases, according to Impact Databank.
Steven Grasse, the creator of Hendrick’s gin, has since set his sights on U.S.-made gin, opening Tamworth Distilling in 2015. The company produces several gins under the Tamworth Garden label in Tamworth, New Hampshire. “The U.K. isn’t the only leader in gin anymore: We offer a domestic alternative that rivals anything else being made,” he says. “Our White Mountain gin grew 4% in 2023, winning us New Hampshire Spirit of the Year—we grew more than any other gin brand in the state, most of which saw sales declines. Broadly speaking, gin has become an explosive category of growth and innovation since we innovated with Hendrick’s 25 years ago. A simple idea then, rose and cucumber, paved the way for Tamworth Garden gins to enjoy a flexibility of style and ingredient selection that would have been unheard of before. The world has opened up beyond the juniper-heavy gins.”
Flavor Innovation
Sheikah believes that one of the main trends spurring growth in gin right now is flavored expressions. “Flavoring gin has made the category more approachable—even the breaking down of what botanicals are in certain brands has helped,” he says. “For decades, gin was gatekept by the James Bond type of older, stern gentlemen. When brands came forward and explained what types of botanicals they infuse, including citrus, juniper, and coriander, younger, more curious consumers have been less intimidated to drink the same drink their grandfather drank.”
The Tamworth Garden gin line leans heavily on flavors: In addition to White Mountain, there’s Watermelon, Thai Chili, Summer Solstice, Winter Solstice, Apiary, and even a perfume gin called the Sylvan Mist. “The Sylvan Mist gin, housed in a perfume bottle, is the most disruptive thing we’ve worked on recently; it’s meant to be the world’s first ‘wearable’ gin,” Grasse says. “It took a delicate balance to create a liquid aromatic enough to pass as perfume while still being palatable to a regular gin drinker.”
This past October, Monkey 47 released the 14th iteration of its limited-edition Distiller’s Cut, wherein an extra botanical is added to the flagship gin. “For the 2024 Distiller’s Cut, Monkey 47 unveiled capers from the remote island of Pantelleria in the Strait of Sicily as the 48th botanical,” says Kerri Owen, brand director of wines and Champagnes, gins, and aperitifs for brand-owner Pernod Ricard USA. “A perfect match to elevate the complex yet elegant aromas of Monkey 47, the addition of capers results in a spicy and elegant dry gin, with a hint of the sea and a sweet nutty flavor against a background of exceptional density and complexity.”
Last summer Empress 1908 introduced a Cucumber Lemon expression, and the brand also offers Elderflower Rose, made with nine all-natural ingredients including red rose petals, elderflower, and lavender. No.-5 super-premium label Citadelle, meanwhile, launched Jardin d’Ete nationwide in 2021 as a permanent addition to the line. “Jardin d’Ete, a fresh and summery expression of our Citadelle Original, has been a true success, pulling its weight in the growth of our brand,” notes Guillaume Lamy, managing director of brand-owner Maison Ferrand USA. “In April, we’re launching our newest expression: Citadelle Rouge, which is what we feel red fruits, rhubarb, and juniper berries should taste like in liquid form. It’s highly unusual but definitely rewarding—still heavenly dry but with the decadence of a red fruit pie. We’re very excited about it.” Citadelle jumped 5% in 2024 to 87,000 cases, according to Impact Databank, and Lamy hopes the brand will grow a minimum of 10% in 2025 to cross the 100,000-case mark.
Giardina of Hendrick’s notes that the brand’s Cabinet of Curiosities line of limited expressions is “a constant contributor to the brand’s performance.” The latest release, Grand Cabaret, debuted last March and is inspired by Master Distiller Lesley Gracie’s interest in eau de vie. “Most recently, as a holiday appreciation token to our fans, we announced the resurrection of our cult-classic limited re-release, Midsummer Solstice,” Giardina adds.
Bombay Sapphire has gotten in on the flavor action as well, releasing Premier Cru Murcian Lemon in 2023. “At its core is citrus from Spain’s Murcia region, featuring hand-selected and meticulously peeled Spanish Fino lemons, complemented by mandarins and sweet navel oranges all sourced from certified sustainable suppliers, creating a well-rounded citrus flavor,” says brand director Jamie Keller. “The primary challenge we encounter as a gin brand is overcoming the stereotypes associated with the spirit. Many people hold the misconception that gin is overly pine-y due to the juniper flavor profile and is best suited only for a Gin and Tonic. Our objective is to challenge these assumptions by highlighting the diverse flavor profiles of gin and highlighting our botanical sourcing and vapor infusion, which results in a lighter, brighter, and more vibrant flavor profile, positioning it as a spirit that can be enjoyed in a wide range of cocktails.”
Cocktail Connection
Ford of Fords gin points out that gin’s credibility and sales are bolstered by bartenders using it in cocktails. “Bartenders played a vital role in the development of Fords gin and we do our best to support the bartender community through our marketing and activations,” he says. One recent activation from the brand was the release of a vinyl record of music to be listened to while enjoying a Fords gin Martini. “This came with a guide that contained recipes from some of the best bartenders in the world—it’s an example of creating an experience that the home bartender can immerse themselves in,” Ford says. “There was a lot of success with the program and selling the vinyl as a bundle with a Fords gin bottle on ReserveBar. This year we’re releasing a second iteration of this program with a Negroni Sessions vinyl, and I’m incredibly excited about that.”
Diageo is similarly invested in marketing initiatives around cocktails for its Tanqueray and Aviation labels. Tanqueray’s newest ad campaign, “Classic or Nothing,” celebrates the enduring appeal of classic gin-based cocktails like the Martini and other timeless cultural icons. To kick off the new platform, the brand launched the “Classic or Nothing Diner,” a touring pop-up diner serving Tanqueray Martinis and French fries, among other gin cocktails. In addition, Tanqueray debuted the newly designed Tanqueray No. Ten bottle in April. “The bottle was officially launched at Tales of the Cocktail last summer, enlisting support from on-premise bartenders to develop Tanqueray No. Ten cocktails and ‘Make it a Ten,’” says Julie Yufe, senior vice president of vodka, rum, gin, and liqueurs at Diageo.
Aviation, meanwhile, has served as the official sponsor both in the U.S. and globally for Negroni Week for two consecutive years. “This program has allowed us to leverage trade engagement, activating across 10,000 accounts in the U.S.,” Yufe says. “To amplify the effort, we worked with Aviation’s co-owner, actor Ryan Reynolds, to create Negroni Week content, resulting in 620 million earned media impressions.” Last year the brand also released seven limited-edition bottles inspired by the “Deadpool & Wolverine” film starring Reynolds.
The popularity of classic gin-based serves is certainly helping the category grow. “Drinks like the Martini and Negroni have made a monumental comeback over the last 20 years and drinks like the Bramble, Gin-Gin Mule, and Old Friend have been working their way up to being the classic cocktails of tomorrow,” Ford says. “Gin is now one of the most popular spirits on cocktail menus in the U.S. I’m not sure what it would take for it to suddenly become a category like whisk(e)y or Tequila, but I feel that the foundations are laid for gin to take off.”