An exciting array of new gins, using ever more innovative botanicals, herbs and fruits is hitting the top end of the spirits market. It was the advent of Bombay Sapphire that opened the door to gin's new era, not only in terms of its distinctive packaging, but the emphasis that was put onto the brand's 10 botanicals. Up until then, the gin market was predominantly Tanqueray, Gordon's and Beefeater and it was decidedly tired. Furthermore, image-wise it was very much for the older generation and wasn't attracting new customers. However, some years on though, the gin picture could not be more different, following various mergers and selloffs. The main strongholds, the USA and Spain, are buoyant with Tanqueray, Bombay Sapphire and Beefeater now priority brands in their respective owners' portfolios.
