GIN DRINKING CULTURES AROUND THE WORLD

Spain is a country where people enjoy socializing and going out of home. It is the number 1 country in bars per capita worldwide with almost 200.000 bars representing around 70% of the consumption of spirits in the country. Going out to their favorite bar afterwork, meeting up with friends at the end of the week, finding out the new bar in town or spending an evening in a terrace with a refreshing Gin & Tonic are some regular habits that consumers have throughout the year. Spanish consumer is used to order their highball by its favorite brand, this is called Brand call, that represents 71% of orders. Although consumers usually already know the brand they order, bartenders play an important role at the time to help them choose what to drink. The bartender helps with their wisdom; recommending a new product he or she learned about in a masterclass, showing a new cocktail in the menu or creating new ones based on the consumer’s preferences.

74% of spirits are consumed mixed or in a long drink. Gin is not the exception; Gin & Tonic is the best seller in its category. It is usually made in a big glass, with about 350cl of capacity, plenty of ice filled with 50ml of Gin and 200ml of tonic. Finishing with a twist of citrus, ginger or other botanicals that enhance the flavors of the Gin.

The boom of Gin & Tonic in Spain started between 2008 and 2013 when the power of this category was established. In a bar could be found more than 100 types of gins and 10 different tonics. Bars had a collection of botanicals for each Gin & Tonic, from peel of lime or lemon to cucumber, juniper, rosemary, rose petals, basil, etc.

Over time, it appeared new moments of consumption, the nonstop bars where you can have a lunch or dinner and after, the show starts and consumer spend time drinking enjoying the place in another mood. Some brands have stayed until now and some others disappeared from the back of the bars. In 2013 there was more than 400 brands of Gin in Spain whereas now there are around 200.

Spirits in Spain represent, 2.7% of the alcoholic beverage market; leading it beer and wine. The spirit’s category is led by whisky with 42% of share followed by gin 32% in 2022. It is a category that usually grows every year. Premium spirits represent 4% of the total Spirits market and within it, Premium Gin reaches 32%.

There is an average of 6 different gin brands in each bar where consumer can find their favorite; it depends on local market and local tastes where some local brands are strong for young consumers.

Nowadays the consumers have changed their behavior, they prefer less quantity, but quality and they want to know about what is inside the glass. Premium Gin category is perfect for them, its quality, versatility, craftsmanship and story behind the brand provide a good toolkit for bartenders who make a perfect Gin & Tonic or create amazing cocktails. In the cocktail bars, the top of the menu is Gin. It helps bartenders to create recipes with a personal touch and enhance the botanicals of the gin, like a perfume. They can make from a Dry Martini to a Southside ensuring customer satisfaction.

So why not drink a refreshing Gin & Tonic or a citrus cocktail this summer?

Sakura Mule

50ml Roku Gin

20ml lime juice

20ml yuzu juice

20ml simple syrup

2 dash Cherry bitters

Top (½) Schweppes

Ginger beer

METHOD : Straight

GLASS:

Old fashioned, cracked ice

GARNISH: Edible flower