Gin is still running in Italy and dreams of overtaking rum, whisky and vodka

Between regional botanicals, artisanal brands and a return to purity, gin continues its growth, driven by the premium segment. With a global market value estimated by Grand View Research at over 20 billion dollars in 2023 and a compound annual growth rate (CAGR) of 7% until 2028, the distillate obtained from juniper is now the object of a veritable cult among aficionados, so much so that it even surpasses rum, whisky and vodka in preferences. A passion that has even conquered the stars. The latest 'victim' of the gin-mania is actress Emma Watson, who recently launched 'Renais', a gin made in France from waste grapes from wine-making. But before her Brad Pitt started producing The Gardener in France and Ryan Reynolds his Aviation Gin. Margot Robbie with her husband also has her own label, Papa Salt Coastal Gin, as does Snoop Dog's Indoggo Gin.

In terms of volumes, however, the race is beginning to slow, especially in the more mature countries, such as the United States, Great Britain and Spain. Not so for the Belpaese. According to forecasts by Iwsr, global gin volumes, especially premium and super premium, are set to grow with a Cagr of just under 10% in markets such as Italy, Brazil and Australia until 2026. Luciano Anavi, a market analyst at Iwsr, points out that what is pulling the strings is above all the proliferation of local gins, having become an attractive spirit for experimentation and entrepreneurship, with craft products still booming.

'The market is dominated by imports,' comments Valentina Ursic, Marketing Manager of Rinaldi1957, 'but many local brands have emerged in recent years, benefiting from consumer interest in regional botanicals. This has implied a pulverisation of the market with much less loyal consumption by the big brands, despite huge investments in communication, PR and events'.

Generating a turnover of almost EUR 80 million in 2023, Italians buy gin above all for its dry taste and because it is easy to mix in cocktails, even low alcohol (+45% in the last year for the non-alcoholic gin segment), which is a strong trend among young people. But also for its infinite regional declinations, which are enriched with the typical scents of individual territories. Staying with Rinaldi 1957, they range from the Tuscan botanicals of Ginepraio to the Ligurian Via del Sale of Macaja Gin. Rivo Gin, on the other hand, draws inspiration from the beauty and botanical richness of Lake Como.

"This category offers endless combinations and ideas for experimentation," observes Elvio Bonollo, the fourth generation of Distillerie Bonollo Umberto, which has recently seen the passing of Antonio. "It evolves continuously and allows us to present the market with products that are always different from each other, making each gin unique and distinctive. The company has recently relaunched the historic Ballor brand, thanks to research into botanicals, their taste nuances and unusual combinations: a journey along the peninsula through its most distinctive raw materials. According to Iwsr, the global thirst for Japanese whisky over the past 20 years has also paved the way for the Japanese country's craft gin.