The last couple of years have seen the re-birth of gin, a spirit that many considered long dead. It has shaken off its historical ‘mother’s ruin’ image to capture the imagination of consumers like almost no other spirit category has before.
Shops and bars are awash with different gin brands and new products seem to pop up every week. Gin palaces, often dens of iniquity in the past, are re-opening. Gin is cool again and consumers are lapping it up.
But what has driven this boom and how long can it be sustained?
