The Redemption of Gin: From the Gin Craze to the Victorian Era
The issues discussed in the previous article (The History of Gin) and the resulting drastic drop in consumption did not mark the end of gin, but rather paved the way for a new renaissance: more conscious, regulated, and quality-oriented. With the introduction of stricter regulations and the abandonment of improvised practices of the past, more structured and professional distilleries emerged, determined to restore dignity to a spirit that had until then been associated with social degradation.
It was in the second half of the 18th century, also thanks to the reintroduction of grain distillation, that gin began to evolve more concretely. During this period, some of the first historic distilleries were established: the Finsbury Distillery, founded by Joseph Bishop in 1740; Alexander Gordon’s distillery, opened in 1769 in London; and, in 1793, the beginning of Plymouth Gin production by the Coates family. These enterprises stood out for adopting cleaner methods, using selected ingredients, and embracing a more modern vision aimed at producing a refined gin suited to the tastes of the emerging urban bourgeoisie.
The transformation of gin fit perfectly within the context of the Industrial Revolution, which was reshaping production, consumption, and English society as a whole. This qualitative improvement was accompanied by a profound image overhaul. Between the 1820s and 1850s, especially in London, the first Gin Palaces appeared: elegant and dazzling venues adorned with mirrors, stained glass windows, polished brass, and gas lighting. Far from the infamous taverns of the Gin Craze, they offered a more orderly drinking experience, frequented by a more respectable clientele. Thus, gin began to shed its label as a low-class, degrading beverage, becoming a socially accepted spirit. A crucial step in this evolution was the introduction of the Coffey Still, the column still patented in 1830 by Aeneas Coffey. This technological innovation enabled the production of a purer, cleaner distillate, perfect for flavoring with juniper and other botanicals. It was the breakthrough that led to the birth of London Dry Gin, an elegant, balanced, and clear style destined to become the international standard.
Meanwhile, gin began to cross the borders of the United Kingdom, spreading throughout the British Empire. The most emblematic case was India, where the tropical climate and poor sanitary conditions made practical malaria treatments necessary. Quinine, the active compound extracted from cinchona bark, was the most widely used remedy, but its bitter taste made it hard to ingest. To improve its palatability, it was diluted in sweetened carbonated water, creating tonic water. However, even then, the taste was unpleasant. British officers began adding gin, readily available among military supplies. This gave rise to the iconic Gin & Tonic: a simple yet balanced, refreshing, and aromatic drink that provided not only a way to ingest quinine but also a moment of pleasure and familiarity, far from home. Over time, the Gin & Tonic became a symbol of British colonial lifestyle, spreading from the tropics to London salons and elite imperial clubs.
Cocktails, Bartenders, and Prohibition: The Rise of Gin
The origins of cocktails have long been debated. Some attribute their invention to Italy, where in 1786 distiller Antonio Benedetto Carpano created vermouth, while others see Anglo-Saxon punch as one of mixology’s direct ancestors. However, it is now widely accepted that modern mixology — understood as a codified art of mixing and a consumption style — took shape in the United States at the end of the 19th century. It was in America that an intense love for mixed drinks developed, helping make gin one of the most popular and recognized spirits in the world. Not surprisingly, during this time, gin in America began to be produced specifically for mixing, adapting to the tastes and demands of the emerging cocktail culture.
The development of cocktails was also driven by the emergence of a new figure: the bartender. Among the pioneers stood out Jerry Thomas, considered the father of American mixology. In 1862, he published How to Mix Drinks or The Bon Vivant’s Companion, regarded as the first printed manual dedicated to cocktails. This work is a milestone in mixology history and allows us today to trace the evolution of taste in the world of gin. In its pages, as well as in the second edition from 1888, most gin-based cocktails called for jenever or Old Tom Gin — sweeter and richer styles than today’s dry gins. Only in 1908, with the publication of The World’s Drinks and How to Mix Them by William Boothby, did the first recipes using Dry Gin appear, marking a new phase in the taste and technique of mixology.
With the enactment of Prohibition in the United States on January 16, 1920, the production, sale, and transport of alcohol became illegal. However, rather than halting alcohol consumption, this measure led to a thriving black market. Gin, due to its ease of production and relatively low cost, became the spirit of choice in speakeasies, the famous clandestine bars of the era. In the absence of controls and regulations, so-called “bathtub gin” spread — a homemade gin often produced in kitchens or bathtubs with questionable ingredients and crude methods. Despite this, the creativity of bartenders allowed them to compensate for imperfections with recipes designed to mask flaws in the spirit.
When Prohibition was repealed in 1933, gin not only survived but emerged even stronger. The 1940s and 1950s marked the triumph of Dry Gins, increasingly present in bars around the world. Dominating the scene was the Dry Martini, which became a symbol of elegance and refinement. Gin experienced its golden age, beloved by bartenders, used in dozens of iconic cocktails, and celebrated by legendary figures such as Ernest Hemingway, Winston Churchill, and Frank Sinatra. In those years, it was much more than a simple spirit: it was a style icon, a mark of taste, and part of international culture.
Decline, Resistance, and Revival: Gin from the 1950s to Today
From the second half of the 20th century, gin entered a period of decline, just as a new spirit began to dominate the global market: vodka. Originating in Eastern Europe but aggressively relaunched by American marketing, vodka gained popularity thanks to its neutral taste and great versatility in cocktails, becoming the preferred base for drinks like the Vodka Martini, Moscow Mule, and later, the Cosmopolitan.
Gin, by contrast, was perceived as a more complex and less approachable spirit, especially by younger audiences increasingly drawn to soft and easy flavors. In many Western countries — including the United States and much of Europe — gin consumption dropped significantly between the 1960s and 1990s, relegating it to a secondary role in bars and pop culture.
However, gin never disappeared completely. It remained at the core of great classics like the Dry Martini and the Gin and Tonic, which continued to enjoy a strong base of enthusiasts, especially in England, where the bond with the spirit was never truly broken. A turning point came in 1987 with the launch of a completely new gin: Bombay Sapphire. Presented in an elegant blue glass bottle, this “premium” gin downplayed juniper to highlight a lighter, more floral mix of botanicals, offering a refined alternative to vodka drinkers and helping revive international interest in gin. In the following years, historic brands like Plymouth and Beefeater experienced a renaissance, followed by new experimentation. In 1999, Hendrick’s was born — a gin destined to become iconic thanks to its innovative approach: distinctive distillation methods and unusual botanicals, like rose and cucumber, redefined its sensory profile.
It was at the beginning of the 2000s that the craft distilling movement exploded globally, with the rise of independent microdistilleries eager to experiment with local botanicals, artisanal techniques, and carefully curated packaging. From London to San Francisco, from Berlin to Florence, hundreds of new gins began to be produced, each with a strong territorial identity, often focused on organic and sustainable practices. Today, gin is experiencing a new golden age. It is appreciated by both young consumers and connoisseurs, reinterpreted in gourmet fashion, starring in tastings, limited editions, signature cocktails, and even food pairings. From the bathtub gin of the Prohibition era to today’s luxury sipping labels, gin has endured, adapted, and been reborn, transforming from a popular spirit into a true “liquid culture” in constant evolution.