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Why gin is making a comeback, and how you can stand out with your own private label

July 13, 2022

It’s time for gin to have its moment in the sun (or in the glass).

Gin is making a comeback right now, especially in craft cocktails and home bars. During the last two years, gin sales increased by 2.5 percent, with just under 9.3 million cases sold. The online service Drizly says that gin is making up around 5 percent of its sales this year and that sales of gin increased by 21 percent from 2020 to 2021.

And while some people are purchasing giant bottles of familiar gin, Drizly also notes that the average unit price is $32. In other words, many people are opting for premium craft gins.

If you’re looking for a way to stand out with your private label, a custom gin is one way to shine.

Why is Gin So Popular Right Now?

There are three primary reasons why gin is so popular right now, and the market is still ripe for expansion.


One reason gin is popular is its versatility. Dress it up or go simple and classic; a bottle of gin works in so many different drinks. If you’re only buying one bottle at the liquor store, you might want something that doesn’t go in only one kind of drink.

Rapid Turnaround

Another reason is that gin has a shorter timeline from distillation to distribution. Because gin doesn’t require aging, custom brands can move faster to bring a product to market.

Canned Cocktails

A third reason is the growth of ready-to-drink cocktails. Gin is a natural foundation for canned cocktails, and as that market grows and more people discover good custom gin-based drinks, gin is likely to continue to grow in popularity.

What Makes a Good Custom Gin?

Unlike some other distilled spirits, there’s no official definition of gin. It can be distilled from any source, and there are no specific amounts of botanicals that must be added. Traditionally, gin is infused with juniper as the primary botanical, giving it the distinctive flavor that people tend to either love or hate.

There are different types of gin — London Dry, Plymouth, Navy Strength, and Old Tom — ranging from juniper-forward and dry to sweeter and less intense. Some distillers are also creating aged gins, giving them a custom flavor by aging them in casks that once held other spirits.

While gin still uses botanicals, modern gin moves away from being juniper-heavy and highlights flavors like cucumber, rose, black pepper, geranium, and citrus.

How To Incorporate Gin Into a Craft Program

Consumers may associate gin with two-ingredient drinks like G&T. However, there are easy ways to demonstrate its versatility. You might create a gin tasting to showcase different flavor profiles by creating a flight of custom cocktails with your private label gin, or offer a dedicated martini night to highlight the classic gin drink.

Need some ideas for gin cocktails? Go classic with a Bee Knee’s or Negroni, or modern with the Cosmonaut or Red Hook Criterium.

Are you interested in being part of gin’s comeback? How can Next Century Spirits help you launch your next brand?