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Top 10
2023’s biggest-selling gin brands
Many people have been predicting the end of the gin boom, but the volume sales of the world’s biggest brands seem to demonstrate it.
All but two gin brands in our million-case sellers witnessed a decline in sales volume in 2023. Despite this, the top brands remained mostly the same as last year, with one newcomer brand disrupting the order.
However, global gin volumes are forecast to grow by 5.5%, to 111 million nine-litre cases, according to data from Euromonitor International. That figure represents the biggest percentage growth for all spirits categories except Tequila. The proliferation of new smaller gin brands could well be contributing to the sales decline of bigger brands, while still driving growth in the category overall.
Below, we count down the biggest gin brands by volume in 2023 from the companies who supplied data for The Brand Champions 2024 report, which is now available to read online.
All data has been listed to one decimal place for ease of reading, but the percentage changes were calculated based on the full data supplied. All data is recorded in millions of nine-litre cases.
9. Gilbey’s Gin
2023: 1.1m
2022: 1.2m
% change: -10.3%
Place last year: 8
Diageo-owned Gilbey’s suffered a reasonable decline last year, falling 10.3% to 1.1m nine-litre cases. However, in the previous year, the gin brand had jumped by 14.7% to 1.2m. Its figure for 2023 remains above its 2021 number.
8. Barrister
2023: 1.1m
2022: 0.7m
% change: 57.1%
Place last year: NA
Earning itself the title of Gin Brand Champion 2024 as well as a bronze trophy in the world’s fastest-growing spirits brands list is Ladoga-owned Barrister Gin. The brand surpassed 1m cases for the first time in 2023 when volume sales increased by 57%.
Veniamin Grabar, president of Ladoga Group, believes the brand, which launched in 2016, “created the Russian gin market and ensured the growth of the category as a whole”. Its volumes in Russia are now three times that of all gin brands combined in 2018, and account for 55% of the domestic market.
7. Larios Gin
2023: 1.2m
2022: 1.5m
% change: -18.8%
Place last year: 6
Suntory Global Spirits’ Larios Gin suffered the biggest fall out of all gin brands in this list in 2023, with volume sales decreasing by 18.8% to 1.2m cases. As with Gilbey’s below it, the Spanish brand suffered from a hugely positive 2022, when sales grew by 23.1%.
Its parent firm – which rebranded earlier this year – reported that net sales grew by 7% in 2023. It would appear this growth was led by its premium Bourbons and Japanese whiskies, with no mention of gin in its statement.
6. Hendrick’s
2023: 1.8m
2022: 1.6m
% change: 11.5%
Place last year: 6
William Grant & Sons-owned Hendrick’s is the second gin brand to grow its sales in 2023, jumping 11.5% to 1.8m cases but sticking at sixth place in the list.
Its parent company saw revenue grow by double digits last year, with profit returning to pre-pandemic levels – no doubt aided by Hendrick’s.
Plus, the brand recently launched a limited edition expression containing stone fruit and sweet herbs, which could encourage further growth in 2024.
5. Seagram’s
2023: 2.0m
2022: 2.5m
% change: -17.5%
Place last year: 5
Another brand suffering a double-digit decline in 2023 was Pernod Ricard-owned Seagram’s, which fell by 17.5% to 2.0m – marking its lowest volume sales in Brand Champions history.
Its parent firm reported an organic sales rise of 10% in its fiscal 2023 results, with its ‘speciality brands’ division growing by 8%.
4. Beefeater
2023: 3.5m
2022: 3.8m
% change: -9.0%
Place last year: 4
Falling just shy of the top three – as it did last year – Pernod Ricard’s second gin brand also suffered a loss of 9% to 3.5m cases. Despite this, the French firm’s ‘strategic international brands’ division – in which Beefeater sits – grew by 11% in its fiscal 2023 results.
While 2023 may have been a quieter year for the London Dry gin brand, it was straight out of the starting blocks in 2024 with a non-alcoholic debut that “captures the energy of our timeless London classic but without the alcohol”, according to Murielle Dessenis.
3. Bombay Sapphire
2023: 4.6m
2022: 5.2m
% change: -12.3%
Place last year: 2
It wasn’t a positive result for 2022’s Gin Brand Champion, Bombay Sapphire, which suffered a 12.3% decline to 4.6m cases – falling below the 5m-case milestone it had surpassed for the first time in 2022. The fall kept the Bacardi-owned brand just below Tanqueray; with both brands declining this year, the second-place spot in 2024 is anyone’s to take.
2. Tanqueray
2023: 4.7m
2022: 5.5m
% change: -15.7%
Place last year: 3
With just 90,000 cases more than Bombay Sapphire, Diageo-owned Tanqueray will have to work hard in 2024 to secure its second-place spot. Last year saw its volume sales decline by 15.7% to 4.7m, with the brand also falling short of 5m cases.
In 2023, the brand expanded its alcohol-free range and appointed a global brand ambassador for its Tanqueray No. Ten gin.
1. Gordon’s
2023: 7.0m
2022: 7.7m
% change: -8.8%
Place last year: 1
As it has been every year in Brand Champions history, Diageo-owned Gordon’s was the biggest-selling gin brand in 2023, although its volumes dropped by 8.8% to 7m cases. This figure remains above its 2020 volume sales however.
In 2023, it launched a marketing campaign called Many Evenings In – and this year, the brand has collaborated with Love Island presenter Maya Jama on two limited edition bottles.