Don’t fancy Dry Jan? How about Ginuary?

Despite many alcoholic drinks taking an expected plunge in sales as a result of the pandemic, gin did quite the opposite. The Wine and Spirit Trade Association's (WSTA) annual report showed beer sales to fall 10% and wine by 5% as the closure of hospitality venues overrode the rise in home drinking during lockdown. Yet in contrast, 2020 and 2021 saw the gin industry boom which, according to Statisa’s Gin- Worldwide report, is worth $15.53bn today with an expected growth of almost 10% annually until 2025. 

In global comparison, most of the revenue is generated in the UK, with more distilleries operating than ever before across the country. Last year, the Evening Standard reported the Office for National Statistics figures to show the number of UK gin distilleries to have grown to 820, up from 710 in 2020, and 190 in 2015, as appetites for the spirit soared during the pandemic.

The variety of brands and flavours now available to consumers is vast. Although a topic of much discussion and opinion, The Trend Spotter ranked Hendrick’s as the top gin brand, followed closely by Tanqueray and Beefeater. As well as the number of brands, the events to promote them are on the rise. There have been some pretty inventive activations over the years to connect consumers and here are our top three.

Defining their audience as ‘the curious crowd’, based on attitude and state of mind rather than age, Hendrick’s invited consumers to escape the dull parts of life by creating an ‘immersive scented tunnel’ at Kings Cross. Using over 1,000m of vinyl, the brand brought something new to the everyday commute, wrapping the underpass with intriguing colourful branding and immersing commuters with the scent of rose and cucumber to build long-term brand affinity. Read more about the campaign here.

Despite the Beefeater distillery producing the iconic London Gin since the 1800s, it is known to be one of London’s ‘best kept secrets’, usually off limits to the general public. Yet, for an exclusive event to coincide with World Gin Day, the brand hosted a speakeasy themed house party treating lucky guests to live performances and cocktails whilst exploring the distillery.

Teaming up with the bespoke ice cream company Ruby Violet, Gin Mare hosted a gin themed pop-up at The Hoxton in London to offer guests a unique taste experience. Various botanical flavours of ice cream and sorbet mixed with twists on the classic G&T were on offer, with toppings such as crystallised rosemary, gin-soaked orange peel and botanical brittle. Paradise for gin lovers.

With 'World Gin Day' in June and plenty more drink-themed dates throughout the year, check out our Boozy collection to find a curated list of alcohol-friendly locations across the UK in just 1 click.