Over the past decade, gin has gone from dusty back bar bottle to darling of the drinks industry. At one point, you couldn't move for "small batch" or "botanical-infused" gins, each vying for shelf space and social media clout. But as the shelves groan under the weight of hundreds of gin brands and the market starts to show signs of saturation, it's fair to ask: has gin had its day?

To answer that, we need to give credit where it's due. Gin’s meteoric rise wasn’t just about taste — it was about branding brilliance.

The Reinvention of Gin: A Masterclass in Marketing

Once known mainly for its juniper-heavy, medicinal flavour and associations with colonial-era cocktails or your grandmother's drinks cabinet, gin underwent a dramatic image overhaul. Brands leaned into heritage, botanicals, craft production, and a vibrant palette of flavours.

Gin became Instagrammable. Think oversized glasses, pastel-toned bottles, copper stills, and elaborate garnishes. It was no longer just about what was in the glass, but how that glass looked — and how it photographed. Gin was positioned not as a drink, but as a lifestyle choice.

Marketing campaigns tapped into the growing appetite for authenticity, craftsmanship, and local provenance. Distillers told stories. Suddenly, gin wasn’t just made — it was foraged, hand-blended, or inspired by locations, associations or events. 

Peak Gin?

By the late 2010s, gin festivals, gin advent calendars, and even gin-flavoured yogurts appeared. But the signs of fatigue were starting to show. Too much choice. Too many copycats. Too many sugary, artificially flavored imposters calling themselves gin. (You won't find that in any of our gins!). The novelty started to wear thin.

And then came the challengers. Rum, tequila, and even low-ABV aperitifs began to encroach on gin's territory, each with its own slick marketing and fresh appeal. Consumers, especially younger drinkers, began seeking new experiences and more adventurous flavor profiles. The once-groundbreaking gin scene started to feel, well, a bit safe.

So, Has Gin Had Its Day?

The hype wave has crested. Gin is no longer the “it” spirit — and that’s okay. It doesn’t mean gin is going anywhere; it’s simply settling into a more stable, mature phase. Classic gin and tonic drinkers remain loyal. High-quality London Dry, like Horse Guards, still has pride of place in any respectable bar. But the explosive innovation and buzz have moved on.

The gin boom did, however, leave a lasting legacy: it proved that smart storytelling, design, and lifestyle branding can transform even the most traditional product into a cultural phenomenon. In that sense, gin's true success wasn't just in the glass — it was in the brand.

Our gins all convey a 'Spirit of Adventure', all with strong stories but most importantly, all fantastic quality, with as much effort put into their creation as a product as their historical backgrounds.  You won't find finer gins in the world!