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How white spirits can manoeuvre beyond alcohol’s ‘permacrisis’ – Category Intel

Eloise Feilden
By Eloise Feilden
14 Min Read

The martini has returned to favour with consumers, which is good news for the serve’s classic bases of gin and vodka. But is the on-premise the only avenue of growth for white spirits?
Grey Goose Classic Martini Cocktail bottle with martini serve

In June, World Gin Week made its first appearance. Created by spirits marketing consultant Philip Duff and Karl Finegan, owner of New York bar The Ivory Peacock, which stocks 1,200 gins on its back-bar, the campaign consisted of bar pop-ups, tastings and seminars from big-name venues and brands across North America, Asia, Australia, Africa and Europe. Inspired by the success of campaigns like Negroni Week, World Gin Day and World Martini Day, Duff says his intention was to “bring the bar community together” to put gin back in the limelight.

Debuting in June, World Gin Week was conceived to bring global consumer attention back to the gin category, which has been suffering from dampening demandIn 2025, according to Euromonitor, worldwide sales of English gin slipped by 0.2% in volume on the year priorIn the US, Discus data reveal a more significant downward trend, with gin volumes between 2019 and 2025 falling 17.7% across all price bandsSuper-premium gin is bucking the trend thanks to strong on-premise demand. High-end vodka, too, performs well in the channelHowever, for entry-level and affordable brands, RTDs offer the most p

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Eloise Feilden
ByEloise Feilden
Eloise is a freelance journalist and editor and has been reporting on the drinks industry since 2020. She spent five years at The Drinks Business, three of which as editor of The Drinks Business Asia. In 2023 she was named the Alan Lodge Young International Drinks Writer of the Year. As a freelance journalist she has written for Global Drinks Intel, Harpers Wine & Spirit, The Spirits Business, The Caterer, Financial Times, Daily Mail and TimeOut.
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