Gin is the ultimate botanical spirit and it’s seen a rise in popularity and innovation over the last several years.
According to Harvey Richards, a marketing representative with U.K.-based Alliance Online, which offers supplies to the bar, restaurant and hospitality industry, the industry has seen a “ginaissance” that began in 2017, became more noticeable in 2019, and grew from there.
“Incredibly enough, this has proven to be more than just a trend, as gin has remained popular to present day,” said Richards. “The number of gin start-ups combined with the desire for more than just your standard unflavored gin helped to push the spirit to new heights but, as a result, we are beginning to see other spirits starting to follow suit. Rum and whiskey are starting to find their own resurgence in popularity with the number of brands and flavors starting to expand, giving rise to new cocktail flavor combinations when using these spirits as a base.”
Jim & Tonic Distillery Co. in London noted that gin has actually been around for a long time but it’s become more popular in modern times. “This is primarily the result of a new generation of consumers shying away from whisky and other heavier spirits and looking instead to this lighter, sometimes sweeter beverage,” the company wrote.
IWSR, the leading global drinks data and insight provider, pointed out that the gin category, overall, continues to evolve and innovate, and many gin innovations are using unique local flavors and flora. In addition, the firm said that some gin producers are taking inspiration from their local region’s history to deliver a sense of place.
To gather fresh insights about gin, Bar & Restaurant News spoke with several industry experts, who noted that the distilled, juniper-forward spirit is versatile and complex, “beautiful,” and that there’s a gin for every situation and person.
One bar owner noted that mixologists should experiment with gin and think outside of the box when working with the spirit. Another said gin “can be whatever you want it to be.”
Here are seven key lessons about gin:
Lesson No. 1. – Take Advantage of the Gin’s Non-Juniper Botanicals and Use That to Build the Profile of Your Cocktail
Aneka Saxon – corporate beverage director for Machine Hospitality Group and Dearly Beloved, a Chicago-based cocktail bar, restaurant, and journey of the senses – loves how versatile and complex gin is.
“It adds a lot of depth, flavor, and texture to a cocktail in a single touch,” she said. “Because gin has so many botanical elements, it plays well with friends. It shines as a solo artist, but also mixes and blends seamlessly with so many other flavors. Mixing with gin is the biggest playground for creatives. It has no rules and will go with you wherever your imagination takes you.”
At Dearly Beloved, they use gin in a lot of applications. “I infuse fresh sugar snap peas into Glendalough Wild Botanical Irish Gin to enhance the freshness of the botanicals in ‘Waiting for the Moon,’ a barley forward gin martini garnished with a cheese cracker moon,” explained Saxon. “I infuse dried kaffir lime leaves into Tenjaku Japanese Gin to lean into its oily citrus quality. I use this in ‘Love in the Night,’ which is a spirit forward cocktail emphasizing the intense botanical nature of gin. The addition of kaffir lime leaves gives enough acidity to the spirit to not need citrus juice to balance the sugar of the cocktail.”
Saxon also uses Hendrick’s Grand Cabaret in their “Shadow Laurels,” which is a milk punch cocktail. “I am combining elements of gin, lemon, lavender, and cacao with milk as a method of clarification,” she shared. “The result is a floral, citrusy cocktail with a velvet rich mouthfeel. We then top it with a delightful ube pineapple air to contrast the texture of the cocktail.”
From Saxon’s viewpoint, gin will always be popular with cocktail creators because of its complexity. “The Juniper note in gin pairs beautifully with myriad flavors, allowing so much creativity when working with it as your base,” she said. “Gin is also relatively inexpensive to make, so you see producers really having fun and experimenting with their gins.”
Saxon said that whether guests gravitate towards gin or not, her team will always love working with it, and it’ll always have a place of prominence on their menus. “Another perspective is that gin is featured in the vast majority of classic cocktails and as the majority of craft cocktail menus are based on classic cocktail variations, so it makes sense that gin would still retain a place of prominence in cocktail culture,” she added.
Right now, the gin Saxon is most excited to see on a menu is Kyro Dark Gin. “This is a 100-percent rye based Finnish gin that is finished in ex-bourbon barrels,” she said. “Their white gin is also incredible, but the addition of the oak finish really sets this apart from other gins. That being said, it is not my first choice when it comes to classic gin drinks; it’s my favorite because its unique qualities set cocktails crafted with it apart from the field.”
Saxon said the one rule of gin – flavor wise – is that it has to be juniper forward. Other than that, one will see a huge variety of botanicals being used to enhance the flavor of the spirit. Her best tip is to define what those other botanicals are in a particular gin and then use them to build the profile of the cocktail. “Some spirits can be used interchangeably in cocktails, but most gins are quite specific and deserve cocktails to be built around their nuances and features,” she said. “For example, you wouldn’t use Hendrick’s [rose, cucumber] in the same drink where you would use The Botanist [heather, meadowsweet].
Lesson No. 2 – Gin Is Beautiful and It Can Be Whatever You Want It to Be
New York City-based Marshall Minaya is the beverage director for Madame George, a 4,400 square-foot subterranean cocktail lounge with a menu that’s inspired by New York City, in addition to Lolita, a tropical cocktail bar that celebrates the spirits and flavors found in Mexico, South America, and the Caribbean.
When it comes to gin, Minaya believes, what’s not to love? “I love gin because it’s a lovely expression of the distiller and the distiller's past and present,” he said. “Conversations surrounding terroir in gin have been getting more intriguing as smaller distillers lean into the botanicals that grow near them. As a spirit, gin is so broad: a distilled spirit flavored with juniper. It leaves so much to the imagination of the distiller. In cocktail conversations, it’s hard to look back and not link classic cocktails with gin.”
At the moment, Minaya is impressed with Guillemot-Michel Gin Botanical, a small batch production from a winemaker-distiller in Burgundy, France. “It’s distilled from chardonnay grapes with botanicals of black garlic, ginger, and Makrut lime zest,” he said, noting that it’s a delicate and beautiful gin at 57.5 percent ABV.
“I’m a fan of the gin craze as of late but I think too much of one thing is never a good thing,” shared Minaya. “There’s a lot of gins hitting the market right now, and some tend to chase the same dream. Citrus-forward gins have been the primary style, and I’m a little tired of them. Producers using citrus aren’t necessarily telling the story of their own terroir or past. I love that guests are more open to trying new gin cocktails and are slowly moving away from the brand loyalty that has held them captive for so long.”
Minaya said that after trying hundreds of gins, he’s learned that “gin is beautiful because it can be whatever you want it to be.” He said that the various categories that gin has are unlike any other spirit. “Sure, London dry’s, Old Tom’s, and Navy strength must follow minor regulations, but as long as you have juniper you can let your imagination and creativity run wild!”
According to Minaya, gin tends to be a spirit that can easily dominate the back bar, and it’s an ingredient that brings so much difference to the table. “If the gin is herbal, floral, piney, or citrusy, it has to be used as a different component. I showcase gin on the back bar by location,” he said. “At Madame George, since we’re a New York-focused program, we have primarily New York gins. Martini’s and Negroni’s are some of our most commonly ordered gin-based cocktails, and our goal is to select a gin that will fit each cocktail perfectly. Gin is always a great modifier to cocktails, as it pairs very well with other spirits, and utilizes only half an ounce or so, and can amplify the cocktail you’re building.”
Lesson No. 3 – Don’t Be Afraid to Think Outside of the Box When Working with Gin
Trent O'Connor, co-owner of 511 Bar & Lounge in Fort Lauderdale, Fla., loves gin because of its versatility. “It's herbal notes and juniper base pair so well with fresh lemon oil and even lavender,” he said.
At 511, they use gin on their cocktail menu and have a vast selection on their massive back bar. “Our ‘Kiss the Cucumber’ cocktail is a fan-favorite made with Fords Gin, fresh cucumber, lime, and elderflower, topped with Q Mixers Club Soda.”
O'Connor said he’s enjoyed seeing the surge of gin cocktails on menus and beverage programs over the last five years. “I guess millennials finally realized that gin is a killer spirit when prepared properly,” he said.
For other bar and restaurant operators working with gin, O’Connor advised them not to be afraid to think outside of the box when working with gin. “Coriander, pepper, vanilla, and other botanicals blend so well with gin,” he shared. “It’s a perfect match.”
Lesson No. 4 – There Really Is a Gin for Every Situation and/or Person
Trevor Langer, the beverage director for Union Square Hospitality Group’s Porchlight in New York City (he’s also responsible for the Caprese Martini, a liquid take on the classic Italian salad), said he appreciates the gin boom we're in at the moment.
“There's so much history behind the spirit whilst also having an incredible amount of progression/expansion in the category today,” said Langer. “I love that gin has such a vast spectrum of flavor profiles, from your very juniper-forward London dries, your rounded and fruit forward German Gins, your regionally specific Japanese Gins, and beyond.”
Right now, Langer can't get enough of Roku Gin, a Japanese gin distilled by Suntory. “I love the botanicals they use, to name a few – yuzu peel, sencha tea, sakura flower, and shiso leaf.
Langer believes there really is a gin for every situation and/or person, so bar and restaurant operators and mixologists should try many of the gins that are available. “It's fun figuring out what exactly someone is looking for in the realm of flavor profile, and being able to suggest a gin that fulfills that is fun and gratifying,” he said.
Langer added that operators, whenever using gin – or any spirit – should make conscious and intentional decisions to get the very most of the cocktail. “The beauty in spirits is that they're all incredibly different even in the same spirit category,” he explained. “Finding what gets you to your desired taste is part of the fun.”
Lesson No. 5 – Gin Isn't Interchangeable, So Every Cocktail Should be Tested with a Few Different Gin Producers and Styles
A Negroni is Sean Umstead’s favorite gin-based cocktail. “It’s honestly my go-to in almost any situation,” said the co-owner and beverage director of Kingfisher, a James Beard-recognized “ground to glass” craft cocktail bar in Durham, N.C. “I am a huge fan of Plymouth Gin, but lately I have loved a North Carolina producer called 1000 Piers. Wonderful stuff.”
Umstead said gin is one of those spirits that can really do just about anything. “Does it lean more bright, citrusy, and clean, or is it more oily, woodsy, and earth bound?” he said. “Gin can make a great summer cocktail or a warming winter sipper.”
Overall, gin has taken its rightful place next to all the great spirits of the world, according to Umstead. “We don't get nearly as many folks asking to substitute vodka as I experienced 15 years ago,” he said. “I think most consumers have now had enough quality gin and gin cocktails that they don't skip over a drink on a menu just because of the base spirit.”
In terms of advice for other professionals, Umstead said they should remember that gin isn't interchangeable. “Every cocktail should be tested with a few different producers and styles,” he said. “You'll be surprised what flavors come to the fore depending on the cocktail. Vodka, bourbon, and to a lesser extent, most rum, generally gives less variance in the end cocktail, but gin varieties are endless.”
Lesson No. 6 – For Gin, Know Your Glassware and Make the Best Selection
Harvey Richards, a marketing representative with U.K.-based Alliance Online, a supplier for the hospitality industry, enjoys the refreshing nature of sipping gin when it’s paired with the right tonic. “I have always found gins to be a personal go-to when enjoying a Friday drink after a long week of work when looking for a feeling of relaxation,” he shared.
Richards typically prefers a gin that has a citrus tone. “I find I normally have a bottle of Tanqueray Sevilla in stock at home, and Sipsmith's Lemon Drizzle can be a triumph also when paired with the right tonic, which allows the flavors to take center stage,” he said. “I would also say that if I am looking for a gin which is a little more special than your off-the-shelf brands, then I would say Nordes Atlantic Galician Gin is a masterpiece.”
His best gin-related tip for the industry? Richards said it’s simple: Know your glassware.
“I cannot stress enough that, yes, the main event may be the drink, but the show cannot be appreciated if it is in the wrong setting,” said Richards. “Allow me to elaborate, if you are serving gin and tonic there are only two options for glasses – either a smart, understated hiball or a gin goblet.”
Richards said he recommends deploying a highball glass for gins that are not flavored. “The crispness of the drink lends itself to the highball and allows you to enjoy every sip whilst funneling the cool sensation of the drink with ice up to the face whilst drinking,” he said. “Also ensure that garnishes are kept to a minimum as this is about the drink itself. The final benefit is that typically you'll use less ice in a hiball drink, meaning the discerning gin enthusiast can enjoy the combination of the gin and its tonic partner without too much dilution.”
For Richards, the goblet – or Copa de Balon, as it’s sometimes referred to – is for celebrating the drink at the next level. “The shape of the glass allows your customers to experience the drink in a fun, fresh and flavorsome way,” he explained. “Due to the volume, you can add plenty of ice ensuring the drink stays refreshingly cold for longer whilst also giving space for outlandish garnishes. The balloon shape allows the aromas of your drink to sit and hold within the bowl much like a red wine glass, meaning your nose gets to enjoy the drink too. Finally, the actual sensation of holding a large glass full of gin and tonic; who doesn't love to feel like they are getting more for their money?”
In addition to glassware considerations, Richards said it’s always wise to have gin bottles on display with a special bottle that’s highlighted. “If you want to actively push a specific gin, however, then a ‘Featured Gin’ sign is always a good way of peaking the curiosity of those are willing to take a chance on something new,” he said.
Lesson No. 7 – Educate Your Team on the Process and Craft That Goes Into the Distilling of Your Gins
Edinburgh Gin Brand Ambassador Phillip Kingscott said we’re living in a renaissance of gin distilling, with each distiller pushing the boundaries of the liquid with unusual botanicals, different distilling methods, and new flavors.
“Since joining the team at Edinburgh Gin, I’ve realized the amount of craft and care involved in distilling and will now quite regularly choose to sip a gin neat; though, our gins do make excellent gin and tonics and cocktails,” said Kingscott, who noted that the Edinburgh Gin range is wide enough to suit most tastes – all underpinned by their award-winning London dry range.
“Educate your team on the process and craft that goes into the distilling of your gins and as pass much of that learning on to your customer as you can in a fun and accessible way,” advised Kingscott. “Edinburgh is tied to each of the gins in our range, and once I start telling those stories, you see the consumers eyes light up and their appreciation of the drink increase. We’re all storytellers, I think it’s the best part of the job!”
To help educate the customer about gin, let them feel included, suggested Kingscott. “When I’m behind a bar, where possible, I ask the customer to try the neat spirit first and tell me about flavors they like and then build the drink according to their tastes,” he said. “So, many times I’ve been made a drink the bartender would most like – or, how a brand has told them to make it. No two people have the same palette, so let the customer be part of the process. It lets them feel more included, creates a more personal experience, and they’re more likely to come back to the bar and order another drink!"
Aaron Kiel is an editor, writer and public relations professional in Raleigh, N.C., who’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,” and in 2024, he won a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards. Aaron 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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