After a decade spent turning the UK into a nation of gin lovers, Craft Gin Club, the subscription service that has introduced hundreds of thousands of members to the finest craft gins and rums, today announces its rebrand as The Curious Drinker.
The new identity marks a significant evolution for one of Britain’s most successful drinks brands: one driven by clear market opportunity, rooted in a decade of community-building, and designed to make The Curious Drinker the definitive home for spirit lovers across the UK.
A market on the move
This rebrand reflects a fundamental shift in how the UK drinks. The super- and ultra-premium spirits market is a growing multi-billion pound market, and while gin’s explosive growth has levelled, consumer interest in tequila, whisk(e)y, rum and beyond is accelerating.
At the same time, drinkers are becoming more discerning: less willing to default to familiar brands, more willing to experiment, and more interested in the stories, makers and experiences behind what’s in their glass.
The Curious Drinker has been built specifically to serve this evolving landscape. The brand’s expanded offers:
- A broader range of spirits, including trending categories and non‑alcoholic alternatives
- New curated subscription choices, tailored to different tastes and levels of exploration
- An expanded online shop, featuring limited editions, cocktail sets and member‑exclusive pricing, and
- Retail‑ready new product development, bringing the brand’s expertise to shelves nationwide
Your spirit guide
As The Curious Drinker, the brand positions itself as the UK’s spirit guide for anyone who loves a good drink and a great story – doing the hard work of finding exceptional spirits, meeting the makers behind them, and inspiring the many ways to enjoy them, so members can focus on the best part: drinking them.
“We’ve always known our members were curious – curious about what’s in their glass, who made it and what to try next,” said co-founder Jon Hulme. “That spirit of discovery is what built this community, and it’s what’s driven us to grow beyond gin.
“The Curious Drinker is the name we should probably have had all along. We can’t wait to see where it takes us together.”
Same standards. A bigger world
For existing members, the things that matter most stay exactly the same. Subscription boxes continue to arrive with the same frequency, quality and price. Member benefits – including better prices, free delivery and cashback – remain in place. And the same team, the same producer relationships and the same obsessive approach to sourcing are all very much intact.
What changes is the breadth of what’s possible. Members can now explore a wider world of spirits, try new cocktail sets, and enjoy even more ways to discover their next favourite drink – all with the curation, expertise and warmth that Craft Gin Club was built on.
New additions, such as the Hugo Spritz box – already one of the summer’s most-wanted serves – give a flavour of where The Curious Drinker is headed: beyond the bottle, and into the full drinking experience.
A decade of craft – and what comes next
Founded over ten years ago, and picking up Dragons’ Den investor Sarah Willingham along the way. Craft Gin Club grew to become the UK’s leading spirits subscription, building a community of passionate drinkers and shining a light on some of the country’s finest independent distillers.
The rebrand as The Curious Drinker represents the natural next chapter: honouring that founding spirit while expanding the canvas. The brand’s new visual identity, developed with agency Art & Capital, is bold, vibrant and full of personality. It reflects a community that approaches every drink with the same energy: open, adventurous and always ready to be surprised.
