Flavoured gin has emerged as one of the most exciting success stories in recent years, with its penetration growing by an incredible 160% year-on-year.
This remarkable trend reflects the adventurous spirit of consumers and an influx of innovative gin products in the market.
Driven by the preferences of younger shoppers drawn to sweeter tastes, the way people enjoy beverages in the UK has transformed.
As a result, gin and other spirits are increasingly favored over beer.
In 2023, the value of manufacturers’ sales of gin in the UK reached a record high of £749 million, marking a significant shift in drinking culture.
Earlier, I also talked about Eden Mill‘s gin as well as the Open Special Edition 2025 of Ben Lomond Scottish Gin.
I see the following major trends in this product category:
- Premiumization, particularly in Europe and North America, has spurred growth, with consumers willing to pay more for unique, high-quality gin variants.
- There is a noticeable trend among consumers towards the selection of premium and craft spirits. Individuals are increasingly favoring high-quality, artisanal beverages, with gin emerging as a prominent choice due to its diverse flavor profile and the potential for personalization through a variety of botanicals.
- The emergence of craft distilleries has significantly contributed to the diversification of innovative gin flavors. Small-scale producers, utilizing local botanicals (see 2 examples above) and traditional distillation methods, have played a crucial role in distinguishing gin from other categories of spirits.
- The recent resurgence of gin is closely tied to the growing popularity of cocktail culture, particularly among millennials and Generation Z consumers.
It is now clearly evident why Prince’s Golf Club has collaborated with the Kent-based Canterbury Brewers and Distillers to develop its gin.
Here is the first success. Prince’s Golf Club‘s exclusive Smugglers Landing Gin has triumphed, earning the prestigious title of Best Matured Gin in England at the 2025 World Gin Awards.
This limited-edition gin was created to mark the opening of the club’s coastal-inspired golf hole, Smugglers Landing.
The vision for the gin emerged from an inspiring dialogue between the club and the distiller, drawing from the rich smuggling heritage of the coastline around Prince’s Golf Club.
Aged in a Gamecock rum barrel, formerly used for the distiller’s acclaimed premium rum, this creation embodies a timeless spirit of craftsmanship.
Initially intended to rest for just three months due to the delicate nature of gin, this spirit defied expectations by aging longer, allowing its flavors to evolve beautifully.
The outcome was a gin that embodies unexpected complexity and harmonious balance.
The botanical blend behind Smugglers Landing Gin features sea buckthorn, a native plant thriving on the Prince’s Golf Club course, creating a genuine bond with its environment.
Complemented by
- juniper,
- coriander seed,
- angelica root,
- orris root,
- lemon peel,
- ginger, and a hint of pepper.
This gin embodies a smooth, distinctive flavor profile.
Prince’s Golf Club has not only embraced the renaissance of gin drinking but has also crafted a truly authentic experience that sets it apart, inspiring others to seek uniqueness in their endeavors.