For the last decade, gin has been the darling of the spirits world. From a surge of small craft distillers to supermarket shelves filled with every flavour imaginable, the so-called “gin boom” defined a drinking generation. But today, the buzz has quietened. Consumers are looking elsewhere, with tequila, whisky, and Low ABV surging ahead, leaving gin at a crossroads.

Does this mean gin’s moment is over? Not at all. It means the next chapter belongs to those willing to break the mould.

FLAVOUR AS A PASSPORT

One of the clearest gin trends in 2025 is flavour as a route to discovery. In Japan, Ukiyo has launched a Yuzu Gin that fuses shōchū tradition with citrus brightness. This is more than just another flavoured gin, it is a cultural bridge, offering drinkers an authentic taste of place.

It is a space our client Roku Gin has tapped into with equal success, using flavour innovation to anchor itself in Japanese seasonality. Their limited-edition Sakura Bloom bottling captured the essence of spring, and more recently their Seasonal Festival Collection has continued this path of innovation with releases such as Noryo Tea and Osaka Brilliance. Each edition brings Japanese culture and seasonal cues into the glass, turning flavour into a storytelling device.

For consumers increasingly seeking global flavours and new experiences, these kinds of innovations act as a passport, delivering a story as well as a serve.

DESIGN AS STORYTELLING

The Isle of Harris Distillery has gone beyond liquid innovation with its Sea Thrift Pink bottle. Inspired by the hardy wildflowers of the Outer Hebrides, the ceramic design transforms the gin into a collectible object, not just a drink.

This reflects a wider truth: in a saturated market, design and storytelling are no longer “nice to have”. They are essential tools for creating standout, anchoring brands in provenance, and giving consumers a reason to share and display the product.

HERITAGE WITH A TWIST

Even long-established brands are finding ways to stay relevant. Plymouth recently introduced a Honey Gin, layering honey and vanilla onto its heritage recipe. By tapping into a flavour profile trending across whisky and liqueurs, Plymouth shows how classic brands can innovate without losing authenticity.

This balance between heritage and novelty is critical. Consumers want new experiences, but they also value trust and tradition. The brands that can hold both will cut through.

LIFESTYLE AND TERROIR

In Montenegro, Noblewood Group has unveiled Oyster Adriatic Gin. Distilled with coastal botanicals and inspired by the Adriatic Riviera, it is positioned as much around lifestyle and gastronomy as mixology. The oyster-shell-inspired bottle design adds a further layer of aspiration and elegance.

This is a prime example of gin stretching into lifestyle territory, becoming part of the dinner table and the cultural moment, not just the bar cart.

THE WONDERWORKS POINT OF VIEW

At Wonderworks, we see gin at a crossroads. What unites these new entries and line extensions is not just flavour or design, but a strategic shift in positioning.

To thrive in 2025 and beyond, gin brands must focus on three things:

1. Reinventing Rituals:
The G&T is no longer enough. The opportunity lies in reimagining serves, from Palomas with gin, to honey-led Negronis, to spritzes designed for seasonal occasions. Fresh rituals create fresh relevance.

2. Creating Cultural Connection:
Where tequila and whisky are winning is in high-energy cultural positioning. Gin must tap into the same currents, music, fashion, sport, art, to feel alive in today’s social moments.

3. Designing for Differentiation:
In crowded fixtures, design becomes strategy. Limited editions, creative collaborations, and objects of design turn a bottle into a cultural signal, ensuring consumers choose it (and share it) over another option.

A NEW CHAPTER FOR GIN

Gin’s future will not be defined by repeating the past. The brands that win will be those that treat innovation as more than a seasonal flavour or campaign. They will rewrite the rules, connect with culture, and inspire drinkers to see gin in a new light. At Wonderworks, we believe the next wave of gin belongs to those bold enough to break the mould and brave enough to define what comes next.

Let’s Make It Happen

At Wonderworks, we’re a drinks marketing agency that helps brands turn ideas into culture-defining experiences. From flavour-driven product launches to design-led activations and lifestyle collaborations, we know how to turn category trends into tangible brand growth. 

Our Gen Z consumer insight webinars and Future of Drinks insight reports give us a unique view of where the market is heading, ensuring the strategies we build are grounded in culture and future-proofed for tomorrow’s drinkers.

 If you’re looking to craft gin innovations or spirits campaigns that resonate with today’s consumers, do drop us a line and say hello!