Upscale Imports Lead The Way For Gin Category

The gin category been challenged overall lately—with U.S. volume at approximately 8.25 million cases in 2024, according to Impact Databank, down from above 9 million cases in 2021—but it’s shown progress at the higher end, with mixology-driven brands from diverse corners of the globe prompting exploration from adventurous consumers.

Top-selling gin label Tanqueray averages about $20 a 750-ml. at retail nationally and has U.S. volume of 1.35 million cases, according to Impact Databank. Diageo recently kicked off “Classic or Nothing,” a new ad campaign for Tanqueray. The campaign is centered on the “Classic or Nothing” diner, a touring take on the American diner serving Tanqueray Martinis and French fries, among other gin cocktails like the Tom Collins, in a branded environment.

At Bacardi, million-case Bombay Sapphire continues to position to appeal to new gin consumers. Bacardi’s current campaign for Bombay Sapphire is “Taste Like It’s Friday,” which is tied to its Sparkling Lemon cocktail serve, made with San Pellegrino Limonata and Bombay Sapphire. “We aim to attract new gin drinkers with an approachable, bright serve,” says Jaime Keller, Bombay Sapphire brand director at Bacardi. “The idea is to strip away the complexity and invite new drinkers into the world of gin.”

Higher up the price ladder, 600,000-case Hendrick’s from William Grant & Sons grew 3.6% in control states last year through November. “We’re the most listed gin on restaurant menus (17.5% menu penetration across all restaurants),” notes Michael Giardina, Hendrick’s marketing vice president. “This gives consumers the opportunity to try Hendrick’s and drives them to off-premise retail locations to purchase a bottle, fulfilling our healthy off-trade growth.”

Milestone Brands’ Empress 1908, a Canadian gin, has quickly ascended in gin’s upscale tier, and approached the 150,000-case mark last year. That growth came as Empress released a new gin made with cucumber and lemon, retailing at $40.

From Rémy Cointreau, The Botanist gin brand is also making gains. “The Botanist has been performing very well in the U.S. over the last few years and we see significant growth potential in the category, driven by premiumization, especially in the off-trade,” Rémy Cointreau Americas president Nicolas Beckers told SND. “The Botanist recently unveiled The Islay Cask Matured Gin Range ($50 a bottle), including a Cask Rested Gin and Cask Aged Gin.”

Palm Bay International markets the Drumshanbo Gunpowder gin label from Ireland, which was up 8% in control states last year through November. Drumshanbo recently extended with a Brazilian Pineapple-flavored offshoot retailing at $37 a 750-ml.

And Suntory Global Spirits is seeing swift growth for its Roku brand from Japan, which launched a seasonal limited edition last year, Roku Sakura Bloom. “There’s a rise in low-abv cocktails, where gin is paired with lighter mixers and fresh ingredients to create refreshing drinks that are lower in alcohol,” said Nobuyuki Akiyama, managing director of the House of Suntory. “This caters to health-conscious consumers looking for flavorful options without the higher alcohol content.”

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