The biggest-selling gin Brand Champions 2025
It seems the reports that gin is dying have been greatly exaggerated – but which brands topped the table in The Brand Champions 2025?
Although growth may not be at the speed it once achieved in markets such as the UK and Spain, there remains a great global interest in gin. According to data from IWSR Drinks Market Analysis, the global gin category rose by 4% in 2023, with consumption up by nearly a quarter on 2019 levels. In 2024, Euromonitor International expects year-on-year volume sales for the gin category to grow by 3.2% to 108.2 million nine-litre cases.
While the data is likely to cheer gin producers around the globe, this growth won’t be shared evenly between all brands. As always, there will be winners and losers, as the figures in this year’s Brand Champions report show.
Scroll down to see the biggest performers from this year’s report.
The data is listed to one decimal place for ease of reading, but the percentage changes were calculated on the full data supplied. All data is recorded in millions of nine-litre cases.
8. Gilbey’s Gin
Volume: 2020: 0.6 | 2021: 1.0 | 2022: 1.2 | 2023: 1.1 | 2024: 1.0
% change: -4.8%
Place last year: 9
Diageo-owned Gilbey’s Gin managed to shimmy up by one spot, but this is more likely because William Grant & Sons declined to provide figures for Hendrick’s, rather than due to an impressive performance on Gilbey’s part.
The brand’s volumes fell by 4.8%, leaving it teetering on the precipice of a sub-1m case performance. It marks a continuing decline for the brand since 2022 – one we’re sure has been noted at Diageo HQ.
7. Larios Gin
Volume: 2020: 1.1 | 2021: 1.2 | 2022: 1.5 | 2023: 1.2 | 2024: 1.1
% change: -9.8%
Place last year: 7
Suntory Global Spirits’ Larios Gin’s volumes fell by nearly 10% in 2024, seeing it fall behind its nearest competitor, Barrister, with the Ladoga-owned brand now storming ahead by 200,000 cases.
As with Gilbey’s, it’s the third year of decline for Larios. Although a significantly smaller decline than it suffered in 2023, the brand’s drop was the worst of any gin in The Brand Champions.
6. Barrister Dry Gin
Volume: 2020: 0.3 | 2021: 0.4 | 2022: 0.7 | 2023: 1.1 | 2024: 1.3
% change: 18.2%
Place last year: 8
Last year’s Gin Brand Champion, Ladoga-owned Barrister, continued to storm ahead in 2024, with volume sales increasing by 18.2%, helping it overtake Larios. But it’ll have to push harder if it hopes to take on the next competition, with Seagram’s 800,000 cases ahead.
5. Seagram’s
Volume: 2020: 2.5 | 2021: 2.4 | 2022: 2.5 | 2023: 2.0 | 2024: 2.1
% change: 1.0%
Place last year: 5
After a turbulent 2023, Seagram’s managed to steady the ship (nautical pun intended) in 2024, with sales increasing by a cautious 1%. This helped the brand hold on to its fifth position this year, but its owner, Pernod Ricard, has bigger problems on its hands. The French firm has recently announced a restructuring – how this will affect Seagram’s remains to be seen.
4. Beefeater
Volume: 2020: 2.7 | 2021: 3.3 | 2022: 3.8 | 2023: 3.5 | 2024: 3.3
% change: -3.2%
Place last year: 4
It’s more bad news for Pernod Ricard, with its flagship gin brand Beefeater also taking a hit. Its volume sales fell by 3.2% to 3.3m nine-litre cases. It joins the stable of gin brands that have been on the decline in 2022.
The firm’s vice-president of marketing for global gin believes that while the category has “decelerated significantly”, there’s still room for growth, particularly in less established markets. Next year’s Brand Champions will show the results of that theory…
2. Tanqueray
Volume: 2020: 4.1 | 2021: 5.6 | 2022: 5.5 | 2023: 4.7 | 2024: 4.4
% change: -6.4%
Place last year: 2
Diageo’s Tanqueray and Bacardi’s Bombay Sapphire have been locked in a battle for second place for much of The Brand Champions’ history, but this year was the toughest race to call yet.
Both brands clocked in at 4.37m nine-litre cases – so, if there was a winner, there were fewer than 10,000 cases in it. We’ll call it a draw, but it was Tanqueray’s title to lose. The brand used to clock in comfortably past the 5m-case mark – and it soared 1.5m cases ahead of Bombay Sapphire in 2021.
Will the brand’s longstanding collaboration with actor Stanley Tucci and dedication to the science of mixology pay dividends in 2025? Only time will tell.
2. Bombay Sapphire
Volume: 2020: 4.3 | 2021: 4.4 | 2022: 5.2 | 2023: 4.6 | 2024: 4.4
% change: -4.6%
Place last year: 2
Well, Bombay Sapphire can celebrate not being overtaken by Tanqueray in 2024 – though we imagine there won’t be much of a party being thrown at Bacardi headquarters. The gin brand’s volume sales fell by 4.6%, despite a series of activations as part of its ‘Saw This, Made This’ campaign. Will 2025’s campaign, Step Into The Blue, kickstart recovery?
1. Gordon’s
Volume: 2020: 6.7 | 2021: 7.4 | 2022: 7.7 | 2023: 7.0 | 2024: 7.7
% change: 9.5%
Place last year: 1
The top of this list is never a surprise – behemoth Gordon’s has taken first place every year in The Brand Champions history. However, less predictably, it has also bagged the title of 2025 Gin Brand Champion, owing to its near double-digit growth.
The key to its success? Tayara Sousa Linke, global head of premium core gins at Diageo, cites the brand’s acceptance of the growing moderation movement. Notably, it featured both its Gordon’s Pink and its 0.0% ABV variant together in its ‘Mix It Up’ campaign, showing that moderation doesn’t have to mean abstinence. For 2025, it’s focusing on the ready-to-drink category, as well as keeping its brand world fresh.
The full Brand Champions 2025 report is free to read online.
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