The launch of our 2015 Food & Drink Event Trends Report saw gin become the UK’s fastest growing trend in food and drink events, leaving behind a field of strong challengers.

The gin scene in the UK has seen monumental growth over the past few years as gin has become the drink of choice for a new breed of drinks affectionados.

From fusty to fabulous – gin’s return to the limelight

But the picture hasn’t always been so rosy for gin. From the 1960s until relatively recently, gin makers faced a huge downturn in demand. With the arrival of vodka and New World wines, gin became unbearably unfashionable in swinging sixties Britain, and was seen as an old fashioned drink from a fusty, bygone age. [The Guardian]

In recent years though, gin has shaken off its old fashioned image to become the darling drink of a younger generation of gin fans, who have fallen in love with it all over again.

In fact, the rest of the world is also falling for the charms of gin, and the UK has risen to become the world’s leading exporter of this quintessentially British drink.

This has led to a huge growth in production, supported by the emergence of a number of micro-distilleries. Between 2010 and 2014 a total of 73 new spirit distilleries opened in the UK, while the number of UK gin brands has also doubled since 2010 from 31 to 73. [The Drinks Business]

Local love and the growth of artisan distillers

Many of the newer distilleries are mixing handcrafted and bespoke botanicals to create their own unique flavours and boost demand. The drive to offer something different to customers has crossed over to gin inspired events, where finding a niche is a key part of a successful events programme.

As James Sutherland of 56 North, an independent gin bar in Edinburgh explains: “It’s all about flavour. Drinkers want to be excited. They want to try something new; something they can’t get elsewhere. Through our events, we’re pushing the limits of what’s possible with gin.”

The emerging distilleries and brands at the forefront of the gin trend are also tapping into a wider interest in locally sourced food and drink, with small-scale, artisan distillers opening across the UK.

Many of these brands are celebrating their local area’s culture and heritage, and using this as a selling point for their gins. Says Sutherland: “Drinkers are becoming much more discerning; they want to know how gins are produced, who makes it and where it comes from.”

Illustrating this trend is a distillery on the Isle of Harris, who are about to release a gin flavoured with the sugar kelp from around its shores; and the Cotswolds Distillery which produces an English whisky made from Cotswold organic barley and a gin that incorporates locally farmed lavender. [The Drinks Business]

For smaller scale distillers, regionality can be a great point of differentiation, and way of tapping into a ready-made local fan base. After all, which Yorkshire based gin lover wouldn’t want to try Masons Yorkshire Gin? And how could any self-respecting Cornish gin native resist Tarquin’s Cornish Gin?

Of course, geographically based gins offer a great opportunity for reaching potential event attendees in the area too.

Let’s not forget the major gin players

More established brands are also capitalising on the upturn in their popularity, launching new premium gin blends to compete with their smaller startup colleagues. With their sizeable brand awareness and marketing clout, these brands have been quick to see the potential in the growing gin market, and are putting their money where their mouths are to invest heavily in their gin offerings.

These larger, well-known brands draw wider thirsty crowds to their gin focused events, fuelling gin appreciation and helping to pave the way for smaller brands and event organisers to fill their gin events too.

Mixology and gin

Of course, gin isn’t just consumed with its most well known partner in crime, tonic. Gin-based cocktails have hit a new high as well. And with a range of flavours and blends to experiment with, bartenders are picking the brands that fit best with their overall cocktail creation.

This in turn leads to more consumer awareness of the bartenders’ favoured makes, and a win-win situation for gin brands.

It also represents another opportunity for bars or venues wanting to tap into the gin-themed events craze. Cocktail blending masterclasses themed around gin, and tasting events can be a great way to draw new audiences to your venue, and bring in an additional revenue stream on traditionally quieter evenings or times of the year.

Translating the gin boom to sold-out events

These days there are a whole host of clubs, venues and festivals dedicated to the art of gin drinking. From the increasingly popular UK-wide Gin Festival, to local ‘distill your own gin’ classes, the range of events that we see involving gin is mind-blowing.

Like brewery tours, gin distillery tours are gaining popularity, as drinkers become increasingly interested in how their drinks are produced. Tours represent a great opportunity for distilleries to increase brand awareness, grow their communities and raise additional revenue.

As always though, the smart organisers are those that find a niche, and establish themselves in their space at an early stage. These ‘Gintrepreneurs’ are finding interesting ways to entice audiences who are looking to experience gin in a new way.

Alongside the other trends that we see emerging in the food and drink events space, attendees no longer want to simply observe what they drink, they want to feel part of its creation and connected to its story. Enable your audience to feel that connection, and you’re onto a winning recipe.

Find out about the other trends tickling the nation’s tastebuds in our 2015 download our Food and Drink Event Trends Report.