For Kevin Doherty, owner and operator of the New York City-based Tara Mór restaurant and its sister bar, Tara Rose, “Gin is in.”
Doherty’s establishments offer elevated cocktails, inventive food, and stylish vibes. Their current gin selection ranges from Aviation American Gin, Barr Hill, Monkey 47, and Sipsmith, to the classics, such as Hendrick’s Gin, Bombay Sapphire, Tanqueray, and Beefeater. Their focus is Irish craft gins, and they’re currently featuring Glendalough Wild Botanical Irish Gin, Drumshanbo Gunpowder Irish Gin and Brazilian Pineapple, and Dingle, but their favorite is The Muff Liquor Company’s Irish Gin.
“Want a taste of a different culture but still very approachable? Gin is it,” said Doherty. “Cocktails have been on the rise for the last 20 years, and gin is typically the clear liquor of choice, with more flavor than vodka and more versatility than tequila. It works in booze-forward cocktails like a Hanky Panky and super refreshing cocktails like a Bramble.”
Customers Are Becoming More Adventurous with Gin and Gin-Based Cocktails
Jing Wang, manager at The Tavern Grill & Lounge inside Hyatt’s Andaz Tokyo Toranomon Hills in Tokyo, believes gin has seen a significant resurgence in popularity over recent years.
“With the growth of premium and craft gin offerings, consumers are becoming more adventurous, exploring beyond the traditional gin and tonic,” said Wang, whose establishment merges authentic and classic European cuisine with seasonal, sustainable products and ingredients from organic farms and Japanese artisans. “In Japan, for example, drinks like the Gin Sonic—a refreshing mix of soda water and tonic with a touch of yuzu zest—are gaining traction. Classic cocktails like the White Lady are also seeing renewed interest. However, there is still room for greater awareness and appreciation compared to other spirits.”
According to Sarah Kornegay, bar supervisor at The Katharine Brasserie & Bar in Winston-Salem, N.C., it’s an exciting time to be a gin enthusiast.
“Gin is finally having its well-deserved moment, and its rise feels well-earned, thanks to its ability to bring depth and character to cocktails while also standing strong on its own,” shared Kornegay, whose favorite gin is Suntory Roku. “Whether the boom in American-made gins sparked its resurgence in cocktail culture or vice versa, one thing’s clear: This spirit isn’t going anywhere, and I’m all for it.”
At Miami restaurant and bar Area31, which features panoramic views from the 16th floor of Miami’s Kimpton EPIC Hotel, customers are craving unique flavors—and gin fits the bill.
“Gin’s popularity is super interesting—it’s like it’s having a renaissance right now,” said Eric Vargas, who’s the lead bartender at Area31. “I think part of it comes from people craving more diverse and complex flavors in their drinks. Gin is such a versatile spirit, and with the craft cocktail scene booming, it gives bartenders and drinkers the chance to experiment with all those botanical notes, infusions, and creative twists. Plus, gin’s history is kind of cool and rebellious—it went from being an old-school drink to something that’s now seen as sophisticated and even experimental. It’s also a great base for those refreshing, easy-to-make cocktails, which makes it a go-to for casual drinking and fancy occasions alike.”
Fabricio Andrade, the bar lead at O-Ku in Atlanta, Ga., where he brings a methodical and scientific approach to the Japanese restaurant’s beverage program, thinks part of the reason gin is so popular is because it’s in so many classic and modern classic movies. “Everybody loves gin martinis,” he said. “For example, Ryan Reynolds has his own gin brand, so he always makes a point to drink it in his movies. James Bond is another classic character who is known for drinking gin martinis.”
Steve Groom, general manager, bartender, and sommelier at Costera, a coastal Spanish restaurant in New Orleans, agrees. “Gin is timeless,” he said. “There are many well-known, classic gin brands out there, yet new products enter the category every year, allowing bartenders to continue developing new gin cocktails. There are some brands out there with very engaging event programming and advertising, and it’s great to see brands new and old keeping things interesting.”
Gin: Tips, Best Practices for Bar and Restaurant Operators
For bars and restaurants that want to explore different gins, or for those who are wondering how to educate customers about gin, here are some tips from industry experts.
Francis Pereira, mixologist consultant for New York City’s One40 Rooftop, which features skyline views and a modern-American approach to its offerings, suggested that bar and restaurant professionals approach gin with an open mind. “Taste and experience as much of it as possible, and have fun creating unique cocktails,” he said. “It’s really that simple.”
Operators should also take the time to find the differences in the many gins that are available today, advised Nick Smedley, the bar lead at Denver’s Somebody People, a Mediterranean-inspired restaurant. “There are so many subtle nuances in gin that it really is worth the time to taste individual brands of the same style of gin, since today’s gins are not as straightforward as they once were. Two London Dry styles can taste completely different side by side, resulting in vastly different cocktails, so make sure you’re very familiar with the flavor profile of the gin you decide to go for.”
Wil Schultz, who has a deep passion for mixology and hospitality, said there are so many gins on the market right now, so if you don’t like one style, keep going. Schultz works as the bar manager for Oak Steakhouse in Nashville, a classic American steakhouse with a modern, chef-driven approach.
“Flip through classic cocktail books, find the gin-based recipes, and experiment with different styles,” explained Schultz. “For example, a Corpse Reviver No. 2 [a pre-Prohibition cocktail] traditionally calls for a London Dry but try it with a more citrus-forward gin for a twist. Gin is such an underrated spirit. Don’t be afraid of it, just keep tasting until you find your groove.”
Tyler Kitzman, managing partner and bar manager at Miami’s Mama Tried, a popular, high-volume bar that’s known for its music and party lounge atmosphere, encouraged bar managers to taste gins as often as possible. “It's the reason why sommeliers are so highly respected within their craft,” he said. “After they get their title, their job isn't done. They will continue to taste and expand their pallet. Most gins start with the major ingredient, juniper. Yet, gin can have so many different complex herbs, botanicals, and floral notes. It's a fun category to explore.”
“No Two Gins Are the Same”
At Costa, a Charleston, S.C.-based Italian restaurant from the Easton Porter Group, they offer an extensive selection of gins, from the classics to the more obscure bottles. They even partnered with a distillery to create their own gin, called Costa Gin.
“No two gins are the same,” said Mark McNeely, beverage lead at Costa. “Swapping out something like Nikka for Bombay can completely transform a drink. Don’t get stuck on the idea that gin is just juniper—there’s a whole world of flavors to explore. The best way to learn? Taste as many as you can and find what resonates with your palate.”
Brian Colby, lead bartender at Bluebird, a classic French bistro in Chapel Hill, N.C., noted, “If you have a nice place, you should make sure to have a couple of nice gins. People see a value in them now. The days of top-shelf gins just sitting on the shelf are over. People are drinking them.”
Overall, there are many establishments that seem to concentrate on profit instead of quality when considering their well liquors, like gin, according to Gray Maddox, the general manager and certified sommelier for Tre Luna Bar & Kitchen in Hoover, Ala. The restaurant offers a variety of Italian-inspired dishes, pizza, and Champagne and oysters.
“Do yourself and the consumer a favor and spend the extra $2 to $3 to find [a gin] that is made with incredible quality,” said Maddox. “There might even be an amazing back story that you can share.”
In addition to having a selection of higher quality or craft gins, bars and restaurants need to understand the products they’re offering.
“Always know the products you are offering and have an understanding of each bottle offered so that you can help direct your guests to the right expression for their palate and thoughtfully offer new insight to a bottle that you are excited about,” suggested Sarah Charles Hereford, the director of food and beverage at the Luminosa restaurant and the Red Ribbon Society speakeasy at The Flat Iron Hotel in Asheville, N.C. “Also, rely on your classics, they are [classis] for a reason. Knowing how to make a properly chilled and diluted martini or gimlet will invite your guests into a delicious beverage experience time and time again.”
There’s No Rule Book on How to Use Gin, Says Expert
When exploring gin, it’s OK to be imaginative with gin-based cocktails. In fact, Edgar Monsivais, assistant director of food and beverage at The Ritz-Carlton, San Francisco, encouraged other professionals to look at gin as a creative spirit and experiment with different flavors.
At the hotel, they’re currently celebrating gin through a unique “scenography beverage experience” that’s offered daily at 3 p.m. Monsivais said the experience pays tribute to the first precursor of the martini that was created in San Francisco, The Martinez. The experience features a vintage martini “contraption” from the early 1900s, and they’re offering gin cocktails that feature botanicals from the hotel’s own chef’s garden.
“[Gin’s] personality is all about versatility, so a creative approach is key,” said Monsivais. “With its wide array of botanicals and juniper berries, it’s essential to explore what gin has to offer.”
Amanda Britton, the bar director at the upcoming Spaghett, a craft pasta and cocktail house from Irreverently Refined Hospitality in Charlotte, N.C., said there really isn’t a rulebook on how to use gin. “If there was one, my advice would be to throw it out,” she said. “Try Gin in unexpected ways, like in Tiki cocktails, an after-dinner cocktail, or even something hot. Don’t limit yourself to what has been done before.”
Andrade, of O-Ku in Atlanta, implied that owners and operators should be bold when working with gin. “Don't be afraid to mix gin with dark spirits—gin has a little heat to it from the juniper and the botanicals that go into it,” he said. “A lot of times, gin gets grouped in with vodka, but it’s got depth of flavor and the spirit can vary a lot. You could make a Manhattan and then substitute it with gin to make a Martinez, and there are loads of other cocktails along those lines. Don’t be scared to put gin where whiskey goes—Mezcal, scotch, and whiskey get grouped together, but gin is right there with them.”
Mike Lopez, director of food and beverage at Elm Street Cask & Kitchen in Dallas, said that when bartenders are making gin-based cocktails, they should think of their gin selection like a spice rack. “Know the role each one plays,” he shared. “Balance and intention are key.”
Advice: Educating Bar and Restaurant Guests About Gin
Pereira, of New York City’s One40 Rooftop, believes that not giving staff enough training on a bar or restaurant’s gin selection is a mistake. “A team member without product knowledge is like a Spartan warrior without a sword,” he said.
Anthony Ostrea, lead bartender at Chapel Hill, N.C.’s Hawthorne & Wood, explained that educating guests on the subject of gin is entirely on the shoulders of its believers. “If you believe in an idea or a spirit and you find yourself in a position to educate others on this idea, then it is your obligation to do so,” said Ostrea, whose restaurant creates plates that represent their own cultural ecosystem. “People want something new. New to them even if it is ancient to us.”
Ehsan Mackani, director of beverage and fine dining at the InterContinental Los Angeles Downtown by IHG, advised bar and restaurant operators to “tell stories” when educating guests about gin.
“Guests respond to the ‘why’ behind a spirit – what botanicals are used, where it’s made, what flavors to expect, and what food or cocktails to pair it with,” said Mackani. “That context creates a connection and builds curiosity.”
Britton, of Spaghett, comes from a craft beer background, so for her, flights are a great way to educate customers, whether it’s beer or gin. “Set up a flight with each being a different style of gin and watch your guests discover for themselves how different each one is,” she said.
Wang, of The Tavern Grill & Lounge, suggested that bars and restaurants host educational gin events and tastings for both staff and guests. “Supplier-led seminars are a great way to deepen knowledge and engagement,” he said. “Offering comparative tasting flights or creating seasonal gin cocktail menus also helps introduce guests to the diverse expressions of gin. Themed events – like a ‘Gin of the Week’ program – can keep interest high and encourage exploration.”
Alicia Russell, lead bartender at Panzano at Kimpton Monaco Denver, said one way to educate or guide customers along their gin journey is to offer an option of spirit whenever the guest orders a cocktail, especially when they don’t specify a brand of spirit they’d like.
“Instead of immediately reaching for our house gin, for example, I always ask something along the lines of, ‘Would you prefer a juniper or floral-forward gin? Or would you like to try that with something new and local?’” said Russell. “It's an opportunity to upsell to your guests and also to spark a conversation. Many people seem surprised to not be asked this on the regular and are very interested in learning and trying new things.”
Groom, of Costera, said there’s no shortage of bar guests who have had a “bad experience” with gin. Thus, some customers may need help with finding the right gin for their palate.
“Usually, the intensity of juniper present in a gin can be the determining factor, so make recommendations that might steer customers away from whatever turns them off about the spirit,” said Groom. “Doing a side-by-side comparison with two or three gins may make a gin drinker of them after all.”
Doherty, of Tara Mór and Tara Rose, said the best way to introduce a customer to gin is to offer it in a form that they’re familiar with.
“Do they Drink Cosmos? Make them a gin Cosmo. Do they like mojitos? Make them a gin mojito,” shared Doherty. “Trying to sell someone on a gin and tonic is often a bridge too far, but swapping gin into their favorite cocktail, we have found, is the easiest way to crack the case.”
In the end, gin may be an underrated spirit with enormous potential, according to Wang of The Tavern Grill & Lounge. “With the right approach to promotion and education, [gin] can reach a much broader audience and claim its rightful place among the most celebrated spirits,” he said.
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for World Tea News, and in 2024, he won two awards for his work with Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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