The rise of gin is seemingly unstoppable, but is the pace sustainable? The Spirits Business forecasts the future of the so-called ‘ginnaissance’.

Sales of gin are forecast to hit nearly 528 million litres in 2016, up from 512m in 2015

With more and more gin brands launching every week, the category seems to be overpopulated, but that hasn’t stopped its growing recognition. And Euromonitor’s figures seem to agree – according to its forecast data, sales of gin will hit almost 528 million litres in 2016, up from 512m in 2015.

Lizzy Johnson, global brand and marketing director at Quintessential Brands, which looks after Greenall’s, Bloom Gin and Opihr, commented: “‘Ginnaissance’ is here and the category is hot, from standard to super-premium, new brands are launching and established brands are growing, making the category one of the most dynamic and attractive for all.”

This year, the industry also saw a flurry of acquisitions of local gin brands, including Ian Macleod Distillers buying Edinburgh Gin producer Spencerfield Spirit Company, and Halewood International taking over the Liverpool Gin brand. While gin locality isn’t a new trend, there continues to be a rise in the popularity of homegrown producers.

The public’s unquenchable thirst for gin has also led to a boom in distilleries. According to the figures from the Wine and Spirit Trade Association, 49 new distilleries opened in the UK last year alone.

“We have seen an unprecedented number of new gin launches internationally in the premium-and-above gins – driven partly by consumer interest in the category and the way consumers can drink gin,” says Johnson.

“The super-premium segment has tripled in size over the past decade as consumers increasingly trade up. The UK is the original home of gin and it is expected that more and more consumers will enter the gin category.”

Gin’s success could also be attributed to the way we drink it. Johnson explains: “Greenall’s is benefiting from consumers’ interest in gin, as more and more of them want to try a gin and tonic. It’s a good entry-level opportunity as consumers are drawn to the category. Educating mixologists, media and consumers on our gins, what is unique about them, and how to drink them continues to be a core strategy as we grow our brands.”

The launch of gin subscriptions has arguably boosted the category, including Sipsmith’s ‘quarterly sipping service’ following a successful crowdfunding campaign, and, more recently, the launch of specialist gin membership Juniper Club.

Eric Sampers, global brand director for the English gins portfolio at Chivas Brothers, told The Spirits Business in July: “The gin category is in the midst of its most exciting period for decades, with new products, new ways to drink gin and new recruits to the category. With this in mind, gin fatigue is not an imminent problem.”

Click through the following pages to see our pick of the gin brands to watch in 2017.

Gordon’s Gin

After witnessing hefty declines since 2011, the Diageo-owned brand has returned to growth, boosted by a wider resurgence in consumer interest across the gin category. The brand even recently redesigned its bottle and unveiled its latest marketing campaign to target the after-work market. Gordon’s is also our Gin Brand Champion of 2016 owing to its phenomenal rebound last year.

Edinburgh Gin

Following Ian Macleod Distillers’ acquisition of the brand in September, and the opening of a second gin distillery in Leith, Edinburgh Gin is set to quadruple its production capacity. Expect to see increased marketing efforts and new releases over the next 12 months.

Ki No Bi Kyoto Dry Gin

The new rice spirit-based gin hails from The Kyoto Distillery, believed to be the first dedicated gin distillery in Japan. While juniper will initially be imported, the eventual ambition is that the gin recipe will comprise 100% Japanese ingredients – watch this space.

Key trends in 2017

• An even greater influx of independent ‘craft’ gin distillers will fire up their stills.

• A significant trend to emerge in recent years has been the interest in gins with local botanicals, as consumers become ever more discerning about the origins of what they eat and drink. This is likely to accelerate.

• Ageing gin in casks and the ‘hybrid’ trend – whether in former wine barrels, Bourbon or otherwise – is paving the way for more sipping gins as brands become more experimental. Expect to see more of this in 2017.