Gin is still a growth category. Just not in the markets most gin brands were designed for

Between 2015 and 2019, global gin consumption grew 36%. Every major market was moving in the same direction. The US was up modestly. The UK was accelerating. Spain was the largest European gin market by volume and growing faster than anyone had expected. Brands launched by the hundreds. Supermarkets dedicated entire aisles to flavoured variants. The gin boom was the most visible commercial event in international spirits for a decade.

In 2025, global gin volumes grew 1% – the slowest rate of expansion since the category began its ascent. That headline growth is being generated almost entirely by new markets where gin prices are lower, not by the premium markets where the boom was built.