The evolution of World Gin Day
June is here, and that means gin is once again firmly in the spotlight, as on the second Saturday of the month, the juniper-based spirit celebrates its internationally recognised official day.
Global gin expert Emma Stokes, who you may know better as @GinMonkeyUK on Instagram, is the custodian of World Gin Day, the global celebration of all things – you guessed it – gin.
World Gin Day returns for its 18th edition this weekend (13 June), and ahead of the festivities, Stokes gives us some insight into the day’s evolution since its inception in a Birmingham garden back in 2009, and shares what we can expect from this year’s activations and why the category continues to excite her 13 years on from taking the helm of the internationally recognised celebration.
When World Gin Day first launched, did you imagine it would grow into the global celebration it is today, and what have been the biggest milestones along the way?
World Gin Day was launched by Neil Houston back in 2009. A gin enthusiast, he created it for the love of the category, and in the first year it involved him and his friends drinking gin in his garden.
The second year, we held an impromptu American gin tasting at a bar in Soho (London). We already had grand ideas, it seems, calling the event the American Gin Summit, with a couple of distillers and about 20 gin enthusiasts in attendance.
After that, we worked together to promote the day to brands and bars. Given we were both based in the UK, it was pretty UK-centric for those first years, but as gin markets started to grow across the world, folks started to take advantage of the day to promote their new brands, bars and cocktail programmes.
I took over formally from Neil in 2013, and have been amazed at the growth of the day. By tracking the reach of the hashtag (which used to be much easier), I could see it reaching upwards of 200 million people across channels, which was insane. Ryan Reynolds put out a video one year and I nearly fell off my chair!
The most enjoyable part of running the day is connecting with folks from all over the world. Over the years, I’ve had a front-row seat to the wave of gin as it’s made its way across the world, from India to Australia and New Zealand, and there are still more growth markets emerging even now.
Gin is the ideal base for a SpritzHow has this year’s World Gin Day activation evolved compared with previous years, and what can consumers and the trade expect to see that’s new or different?
The beauty of the way that World Gin Day is set up is that it’s completely free to participate with no barrier to entry. That means that there’s equitable status from the smallest independent bar or brand to the big bar chains and big gin brands. There’s a ton of talented and passionate owners, distillers, brand ambassadors and marketing teams across the world, and they can take advantage of the day in whatever way they like, so long as the activity is centred around gin, and promoting World Gin Day.
I think that freedom is pretty unique, and has led to so many amazing activations around the world. This year in particular, I’m thrilled that Jenya [Malahova] at Bar Copain in Tokyo has secured a larger venue for her World Gin Day Japan festival, allowing her to involve more brands and gin-loving consumers. Instagram Lives with them in Japan has been a highlight of my day for many years now, and I can’t wait to see what they accomplish this year.
The gin category has experienced remarkable growth over the last decade – what changes have surprised you most since World Gin Day first began?
The sheer level of growth was incredible, and to witness it first hand was amazing. I remember when I started Gin Monkey there were a handful of gins on the market; now I’m not sure you’d be able to count or keep up with the brands and launches, especially when you’re talking worldwide. I’m glad the flavoured-train is calming down a bit though, there’s so much nuance and beauty to be had in a gin recipe, you don’t need to add artificial colours, sweeteners or flavours in there.
What role does World Gin Day play in supporting distillers, bars, retailers and brands, and what impact do you see it having on the category each year?
World Gin Day supports the entire gin industry and beyond, providing a free platform and ‘hook’ to celebrate (and importantly sell) gin.
I only have anecdotal evidence over the years, but I can firmly say that whenever I get into a conversation with anyone in the industry, it only ever leads to brilliant stories of World Gin Day events and activations with real passion and spirit behind them.
After so many years championing gin, what still excites you personally about the category and the people behind it?
The sheer creativity of makers and distillers and the unique ability gin has to capture the sense of a place. I can be sitting in my flat in Hackney sipping a gin from halfway across the world and be transported to the outback of Australia in a single sip. That’s pretty amazing.
The gin community is also incredibly collaborative and supportive, and the sheer resilience in very difficult times is a testament to the support networks that exist among distillers, with initiatives like The Gin Guild helping to build strong bonds and a community among those who own, make, or sell gin. It’s an amazing bunch of people to be a part of, and I value the community immensely – it’s what drives me forward to continue running World Gin Day as a collaborative and equitable venture.
How do you think consumer attitudes towards gin are changing?
I’ve seen a move back to basics in recent years, with consumers moving away from the more strongly flavoured gins to well-made classic recipes. As a juniper lover and a strong campaigner for gins to remain identifiably gins (juniper dominant), I am absolutely delighted. Flavoured gins have their place, but should not be the driving force behind the whole category; there’s so much more to gin than that.
The drinks industry is constantly evolving, from low- and no-alcohol options to new flavour innovations. Which trends do you believe will have the biggest influence on gin’s future?
I think the low-alcohol space is a really interesting space for gin. As a botanical-led spirit, there is potential to produce lower-ABV liquids that still carry a lot of flavour and complexity (just make sure you’re not labelling them as gin), which unlocks a whole world of cocktails and mixed drinks, just with a lower overall ABV.
I also see the tiny cocktail movement making headway in this space, which is great, allowing people to try different cocktails without racking up too many units in a single evening, especially for booze-driven gin classics like the Martini.
Looking ahead, what is your vision for World Gin Day over the next five years, and what would success look like for both the event and the gin category as a whole?
More of the same, to be honest. The way the day is set up is purposeful, allowing it to grow exponentially and support the industry, which has never been so important. I hope it gives some light in difficult times and an opportunity for us all to reflect on how important the gin industry is and what it contributes to the industry, and of course, celebrate with a gin or two.
I also look forward to seeing other markets embrace World Gin Day – where their gin growth is only just really getting started – and really making the most of what the day offers. Markets like the US, Canada and South America are super exciting with lots of potential, and those in the midst of their boom, like India and Japan, are showing such enthusiasm and creativity year on year. Long may it continue.
Personally, I’d love to organise an event in future years in my home city of London. It’d be nice to give a focal point for UK consumers again, and I think it’s the right time for such activity, so watch this space for next year.
World Gin Day takes place this Saturday 13 June.
To discover what activations are planned in your region, search for the #WorldGinDay hashtag across social media.
Gin will also be in the spotlight a week later, as National Martini Day and World Martini Day take place on consecutive days this year (19 and 20 June respectively).
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