From G&T to GDP: Luxury’s favourite spirit

No longer just a G&T staple, gin has emerged as the creative backbone of India’s cocktail culture; and one of premium spirit’s biggest growth stories.  

Much like great basics in a wardrobe, the G&T remains the thing everything else is built around. Consumers may be experimenting far beyond the classics, but some drinks earn a permanence that trends rarely disrupt. Think of it like a perfectly tailored white shirt or a little black dress– trends evolve, styling changes: you might add jewellery, a statement tie, a corset, or even layer the LBD over the white shirt entirely (much like a bartender riffing on a classic with saline truffle or unexpected flavour pairings). But the foundation remainsunchanged. When something works, it just does, a well-made base, or fundamentals stay intact even as the expression changes. Plain old grammar.  

That’s exactly the role G&T plays in gin culture. It remains the backbone of the category: familiar, dependable and endlessly adaptable. A bit like an espresso, people may explore flat whites, pour-overs or cold brews, but they know what consistently delivers. Today, consumers are exploring everything from dirty Martinis and savoury highballs to herb-forward spritzes and more spirit-led serves.  

Gin is not just attractive because bartenders are emotionally invested in it; and that its botanical complexity fuels creativity; but also so very commercial because it offers flexibility, scalability and menu efficiency. It’s the drink equivalent of knowing exactly what to wear when nothing else feels convincing. 

Industry reports over the past few years have consistently shown that India’s premium spirits segment is growing faster than the overall alcohol market, with craft gin leading much of that momentum. Analysts tracking the alcobev sector have pointed to rising disposable incomes, evolving urban tastes and a growing interest in experiential drinking as key drivers behind this growth. Within that context, gin has become both a creative and commercial powerhouse. 

Why Gin Makes Business Sense 

Craft gin is among the fastest expanding white spirits categories in urban India, supported by cocktail culture and premium on-trade growth. Industry analysts estimate premium spirits in India will continue to outpace standard categories over the coming years, with strong momentum in metro and Tier 1 cities. Its consumption is increasingly linked to cocktail-led occasions, home entertaining and lifestyle-driven drinking rather than purely functional consumption. 

“Gin is one of the cleaner illustrations of premiumisation actually working in India. The overall gin category is around 2.2 million cases, but the growth story is happening at the premium end, which has been expanding in double digits. Compare that to vodka at roughly 14million cases — much larger, but without the same upward momentum in premium.  

Tequila gets a lot of attention, but it’s actually tiny at around 160,000 cases. Gin sits in an interesting middle ground: large enough to matter commercially, premiumising fast enough to attract serious investment, and still early enough in its journey that there’s a real runway left,” said Anand Virmani, Co-founder & CEO of Nao Spirits, parent company of Greater Than and Hapusa gins. 

And gin’s rise is not just about flavour or fashion. It is deeply tied to the economics of running a modern bar. Be it your Tom Collins, Martinis, Negronis, Bee’s Knees; almost every classic cocktail from the pre-Prohibition era through to the 1950s was built around gin.  “Vodka was barely a category outside Eastern Europe until relatively recently.”  

Varun Koorichh, Vice President – Marketing and Portfolio Head, Premium and Luxury, Diageo India, reinforces this from a broader industry perspective, highlighting how gin’s structure directly impacts hospitality economics. 

“From a business standpoint, the category benefits from strong tailwinds. Rising affluence, urbanisation, and greater global exposure are shaping a consumer who is more experimental and repertoire-driven.” 

“A growing share of drinking occasions today involves trading up to more premium offerings, reflecting a clear shift towards quality and experience due to its versatility and strong mixology credentials. Since gin lends itself seamlessly to cocktail-led consumption, it makes itself particularly appealing to a new generation of consumers.” 

The MVP Behind the Bar 

When we asked the team behind Mohulo gin, one of India’s first craft ‘sipping gin’ about why gin has become one of the most profitable spirits behind the bar, the team explained that its adaptability plays a crucial role. They said that gin works seamlessly across a wide range of serves, from simple drinks to complex signature cocktails, allowing bartenders to use one base spirit in multiple ways. This flexibility helps bars maintain variety without increasing operational complexity. 

They shared that for bars, this translates into efficiency and stronger margins, as a single spirit can anchor a large portion of the menu. Speaking about their own perspective, they said that at Mohulo, gin is seen as a category that supports both creativity and consistent demand, making it a reliable driver for premium cocktail programmes. 

At the same time, they highlighted a shift in how consumers are engaging with gin. They noted that evolved drinkers are beginning to appreciate it beyond cocktails. Referring to their own product, they said, “We recommend them to sip Mohulo for its sweet and refined aroma and flavour of the Mahua flower, followed by intrinsic layers of other flavours emanating from Indian origin botanicals.” 

The Gin-ius of Modern Bars 

Gin’s dominance on cocktail menus today is not accidental. It is the result of its inherent virtues. Apart from offering a broad flavour spectrum: citrus, floral, herbal and spice-led (which lets bartenders create diverse cocktails) using a single base. This is why many bars are able to build entire drink programmes around gin while still keeping the menu dynamic. 

 Koorichh notes that its versatility is one of its most compelling strengths, especially from a hospitality perspective. “From a business standpoint, that versatility translates directly into efficiency and profitability. Gin pairs effortlessly with a diverse range of mixers, botanicals, and garnishes, allowing bars to build varied menus without significant complexity.  

Equally important is its role within cocktail-led consumption. As consumers increasingly seek more elevated and experiential drinking occasions, gin becomes a natural anchor for premium serves. For brands like Tanqueray, this creates strong relevance within the on trade, where mixology and presentation play a key role in shaping consumer perception,” Koorichh says.  

In practical terms, this means bars can innovate more freely while maintaining consistency in quality and execution. From a business standpoint, this also reduces wastage and simplifies training for bar staff, further strengthening gin’s position as a preferred spirit behind the bar. 

A Homegrown Revolution 

One of the most defining aspects of gin’s rise in India is its localisation. For decades, the category was dominated by imported brands. Today, that balance has shifted significantly, with Indian craft gins gaining both popularity and credibility. 

“Craft didn’t grow the existing gin category but rather built a new one alongside it.” 

“And the ripple effects are that it raised the bar for quality, it’s given bartenders something to be genuinely excited about, and it’s shown that Indian-made spirits can compete on the world stage without apologising for where they come from. That’s not a small thing, said Anand Virmani, Co-Founder & Master Distiller, Nao Spirits & Beverages. 

According to Mohulo, there is a clear and noticeable move toward locally produced spirits that use regionally inspired botanicals. They explained that consumers are increasingly drawn to products that feel relevant and rooted, rather than defaulting to imported options.  

This shift is part of a broader cultural movement where provenance and storytelling play an important role in purchasing decisions. Speaking about their own product, they said that Mohulo is made using the rare Mahua flower, found only in parts of Central India, along with twelve other India centric botanicals. They explained that this combination creates a refined gin designed for slow sipping, rather than just mixing. 

Varun Koorichh adds an industry lens to this evolution, noting that localisation is now coexisting with global standards of quality. “Indian botanicals and terroir-led narratives have added an important layer to the gin category.” 

And on global benchmarks: “Brands like Tanqueray bring centuries of heritage, consistency, and time-tested craftsmanship.” 

The Botanical Catalyst 

 From a bartender’s perspective, gin offers something few other spirits can match. 

When Mohulo was asked why gin is so popular for experimentation, they explained that the spirit already carries its own flavour profile, making it easier to build upon. They said that with a wide variety of botanicals already present, bartenders can layer additional ingredients without the drink losing balance or becoming too heavy. 

They described gin as a foundation that supports creativity, allowing for innovation without compromising structure. This makes it particularly appealing in an environment where originality and differentiation are key. 

What’s Trending in the Glass? 

Lighter, more refreshing styles are leading, highballs, spritzes and easy-drinking cocktails. There’s also growing interest in savoury and herb-forward profiles, along with cleaner, more minimal takes on spirit-forward classics like the Martini. 

As the category evolves, so do the cocktails built around it. When asked about current trends, Mohulo shared that lighter and more refreshing styles are leading the way. They pointed to highballs, spritzes and easy drinking cocktails as particularly popular, noting that these styles are well suited to both the Indian climate and contemporary drinking habits. 

They also spoke about a growing interest in savoury and herb forward profiles, as well as cleaner interpretations of classic cocktails. The Martini, for instance, is seeing a revival in more minimal and refined forms.  This trend toward simplicity and balance reflects a broader shift in consumer preferences. Drinkers today are looking for cocktails that are nuanced but not overwhelming, flavourful but still approachable. Yet again, trends come and go and one does seem to  rely on bartender recommendations when making choices! 

At the same time, they highlighted a shift toward appreciating gin in its purest form. They said, “We want to give gin connoisseurs the opportunity to enjoy the drink in its purest form, neat or on ice, perfected as India’s first true sipping gin.” 

This movement toward sipping gin marks an important evolution in how the spirit is perceived, elevating it from a mixer to a standalone experience. 

The Bigger Picture 

“What’s clear is that gin in India is nowhere near its ceiling yet. The consumer curiosity is there, the bartender talent is there, and the ingredients are there. The rest is just time and execution.” Anand Virmani 

Gin’s transformation in India is part of a larger shift within the alco beverage industry. Premiumisation continues to shape the market, with consumers seeking better quality, stronger narratives and more meaningful experiences. 

“India is very much on the radar for global gin brands, though not everyone has figured out how to tap into it properly yet. Interestingly, imported brands actually have it slightly easier on the distribution side: they come in with one label, and state excise complications that domestic producers have to navigate don’t apply to them in the same way. 

 With the FTAs on the horizon, that excitement is only going to grow. What will determine who does well here is on how much they’re willing to invest in the consumer, build experiences, and earn their place in a market that’s increasingly discerning. The brands that treat India as a dumping ground for excess inventory won’t get far. The ones that engage seriously with the consumer stand to do very well,” said Virmani.  

Luxury hotels, standalone cocktail bars and global brands are all investing in the category, recognising its potential not just as a drink, but as a platform for storytelling and innovation. What began as a simple gin and tonic has evolved into something far more dynamic. Gin today represents a shift in how India drinks, how bars operate and how brands connect with consumers. And if current trends are any indication, its journey is only just beginning. 

Image Courtesy: Nao Spirits & Beverages, Mohulo Gin, Diageo India

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