The Gin Boom and Why It Matters to Buyers
The past decade has seen an explosion in gin production. What was once a relatively narrow category — dominated by a handful of iconic London Dry brands — now encompasses hundreds of craft distilleries producing wildly diverse expressions. For buyers, this is both exciting and overwhelming. Understanding the core styles and what drives flavour will help you navigate the gin aisle with purpose.
What Makes Gin, Gin?
At its most fundamental, gin is a spirit flavoured with juniper berries. That's the legal minimum in most jurisdictions — if it doesn't taste predominantly of juniper, it cannot be called gin. Beyond juniper, distillers add a range of botanicals (herbs, spices, peels, roots) that create each gin's unique personality.
The Main Gin Styles
London Dry Gin
Despite the name, London Dry doesn't have to be made in London — it's a production style. It must be distilled with all botanicals added during distillation (not after), with no added flavourings or sweeteners post-distillation. It tends to be clean, crisp, and juniper-forward.
Best for: Classic G&Ts, Martinis, and Negronis. A reliable, versatile everyday gin.
Contemporary / New Western Gin
A looser category encompassing gins that dial back the juniper and foreground other botanicals — citrus, floral, herbal, or spice-led profiles. Popular with drinkers who find traditional gin too piney.
Best for: Exploratory sipping, pairing with flavoured tonics, lighter cocktails.
Old Tom Gin
A historic style that bridges gin and genever. Slightly sweeter than London Dry (often lightly sweetened post-distillation), with a rounder, more mellow character. Experiencing a revival.
Best for: Classic cocktails like the Tom Collins and Martinez.
Sloe Gin
Technically a liqueur rather than a gin — sloe berries are steeped in gin with sugar. Deep red, fruity, and sweet with a tart finish. Usually around 25–30% ABV.
Best for: Sipping over ice, mixed with prosecco, or warming winter serves.
Navy Strength Gin
Bottled at 57% ABV or above — historically the minimum proof at which gunpowder soaked in gin would still ignite. Bold, intense, and concentrated in botanical flavour.
Best for: Strong cocktails, adventurous palates, anyone who finds standard gin too mild.
Key Botanicals and the Flavours They Bring
| Botanical | Flavour Contribution |
|---|---|
| Juniper berries | Pine, resin, dryness — the defining gin character |
| Coriander seed | Citrus, spice, gentle warmth |
| Angelica root | Earthy, woody, helps bind other botanicals |
| Lemon/orange peel | Fresh citrus brightness |
| Cardamom | Warm, aromatic spice |
| Orris root | Floral, violet-like depth |
| Liquorice root | Sweetness, anise notes |
| Cucumber | Fresh, clean, cooling |
How to Choose the Right Gin
- Decide how you'll drink it. In a G&T, the tonic accounts for most of the flavour, so a solid London Dry works well. Sipping neat or in a Martini? Invest in something with real complexity.
- Consider the tonic pairing. Contemporary gins with floral or fruit botanicals can be overwhelmed by standard tonic. Experiment with flavoured tonics — elderflower, Mediterranean herb, citrus.
- Check the ABV. Standard is 40–43.5%. Navy strength (57%+) will taste very different diluted the same way — adjust your pour accordingly.
- Read the botanical list. Most craft gin producers are proud to list their botanicals. If you love citrus, look for lemon myrtle or yuzu. If you want floral notes, look for lavender or rose petal.
- Don't be swayed by the bottle alone. Gin marketing is exceptionally creative. A beautiful bottle tells you nothing about what's inside. Focus on the producer's reputation and the botanical profile.
Budget Guide
- Under £20 / $25: Reliable London Dry gins for everyday mixing
- £20–£40 / $25–$50: Quality craft gins with distinctive botanical profiles
- £40–£70 / $50–$90: Premium and small-batch expressions, aged gins, navy strength
- £70+ / $90+: Limited editions, rare collaborations, collector bottles
Gin rewards curiosity. Unlike whisky, where significant age statements add cost, most of gin's quality comes from the skill of botanical selection and distillation — meaning excellent gins exist at every price point.