A new report from drinks consultancy Wilde Toast, published to coincide with World Gin Day 2026, suggests the gin category is entering a new phase – one defined less by rapid expansion and more by credibility, quality and long-term sustainability.

Drawing on research with bartenders, menu analysis and industry interviews, the report argues that while the explosive growth of the past decade has slowed, gin remains a healthy and resilient category. Instead of chasing novelty, both consumers and the on-trade are placing greater emphasis on authenticity, provenance and well-crafted products that genuinely earn their place on the back bar.

Among the report’s key findings are signs that many venues are reducing the number of gins they stock, favouring fewer, more versatile brands with strong stories and consistent quality. It also highlights the continuing rise of the Martini, with renewed consumer interest providing an important opportunity for premium gin brands to engage new audiences and reinforce gin’s credentials as a sophisticated cocktail spirit.

For Gin Guild members, the report offers valuable insight into how bartenders currently view the category and where future opportunities may lie. Its conclusions reinforce the importance of quality distillation, distinctive provenance, effective bartender engagement and delivering genuine value in an increasingly competitive market.

Members can download and read the full report here.