Why Millennials and Gen Z Are Falling in Love with Gin

Once considered an “old person’s drink” in the U.S., gin is now enjoying a vibrant comeback, driven by millennials and Gen Z. These younger generations are redefining what it means to enjoy a spirit, moving beyond traditional choices and embracing gin for its versatility, craft quality, and visual appeal. With classic cocktails like the Martini and Negroni topping bar menus and social media mixologists showcasing gin’s colorful potential, younger consumers are discovering a fresh appreciation for this timeless spirit.

One of the biggest drivers behind this shift is the premiumization of the gin category. Unlike previous generations, today’s younger drinkers are willing to spend more for quality spirits, even while reporting they’re drinking less overall. As part of the broader craft cocktail revival, they’re choosing premium spirits that bring unique flavors, natural ingredients, and even eye-catching presentations to their glasses. For gin, this shift has created a huge opportunity: in 2023, while total gin volume sales declined by 8.7%, the super-premium segment (priced over $28) grew by 16%, according to the Distilled Spirits Council of the United States (DISCUS). With super-premium gin on the rise, younger consumers are setting a new standard in the market, and the industry is responding.

Gin’s appeal isn’t just about taste; it’s also about style. With social media platforms like Instagram influencing trends, visually striking gin brands are capturing attention in a big way. A prime example is Empress 1908 Gin, whose unique color-changing feature made it an instant hit online. Empress 1908 became the second most imported gin in the U.S. in 2023, selling 133,000 cases—a remarkable 44.8% increase year-over-year. The success of brands like Empress shows how powerful aesthetics and social media are in attracting younger audiences eager for experiences they can share.

For millennials and Gen Z, gin’s versatility has also made it a top choice for cocktails. Unlike previous generations, these younger drinkers have come of age in an era of diverse cocktail bars and inventive drink options. This openness to exploration makes gin an exciting choice, often as a flavorful step up from vodka. With gin-based cocktails accounting for 17 of the world’s 50 most popular cocktails, and staples like the Negroni and Martini in the top ranks, it’s clear that gin has found its place on American bar menus. In fact, from September 2022 to September 2023, gin was the only spirit to achieve volume growth in bars and restaurants, surpassing even tequila, whiskey, and vodka.

Another major boost for gin’s popularity is the role of influencers and bartenders, whose creative recipes are attracting a new generation of home bartenders. Influencers like @colletescocktails and @spiritedla frequently feature gin-based cocktails in their recipes, appealing to the 77% of Gen Z and 50% of millennials who follow social media influencers. By showcasing colorful, inventive gin cocktails, these influencers are helping to make gin a go-to spirit for younger drinkers.

With millennials and Gen Z driving the demand for premium gin, the category’s future looks promising. While gin may not yet compete with whiskey or tequila as a sipping spirit, it’s finding a powerful role as a cocktail staple. And brands aren’t missing the opportunity to meet this demand. Diageo’s acquisition of Ryan Reynolds’ Aviation Gin and Brown-Forman’s recent purchase of Mediterranean gin brand Gin Mare show the potential of premium gin in today’s market. These acquisitions signal a belief that gin, like tequila and whiskey before it, has strong growth potential, especially in the premium segment.

The next generation of gin drinkers is setting a new pace for the spirit. As millennials and Gen Z continue to seek out high-quality ingredients, unique flavors, and share-worthy drinks, gin’s role in both cocktail bars and home collections will keep expanding. With more consumers exploring the versatility and craft of gin, the industry can look forward to continued growth, driven by a fresh perspective on what gin has to offer.

Gin’s premium segment is here to stay, reflecting the values of a new generation eager for both quality and creativity. For anyone looking to understand the future of gin, one thing is clear: with millennials and Gen Z leading the way, the spirit’s renaissance has only just begun.