Infusion Reinvents the Spirit of Gin

By Nathalie Baylaucq 1.07.2025

For a long time, gin was associated with Grandpa’s tonic—dry, medicinal, and dominated by juniper. Then, almost without warning, it became the playground of bartenders and distillers around the globe.

Today, on the shelves of wine shops, at the heart of cocktail bars, and across social media, a new trend is gaining traction: infused gin.

Floral, fruity, spicy, herbal, even saline—these flavored gins signal a cultural shift. A reinvention of the spirit through infusion, a gentle liquid revolution blending tradition, design, terroir, and innovation.

A Gentle—and Colorful—Transformation

Starting in the early 2010s, British craft distilleries—followed by European and American ones—began to shift gears. They dared to innovate with rose petals, red berry macerations, exotic citrus peels, hints of black tea or seaweed. This change wasn’t just aromatic and gustatory—it was visual too. Infused gins stood out with hues like candy pink, saffron yellow, or lavender purple. The spirit took on a new face and appealed to a younger generation, drawn to delicate aromas, sleek packaging, and visual allure as much as taste.

“Gin has become a creative outlet,” explains a Spanish distiller behind the hugely popular Puerto de Indias Strawberry. “It’s no longer just a base spirit, but a sensory product that tells a story.”

The Pink Gin Boom: A Tipping Point

It’s likely the explosion of pink gin that marked the real turning point. Far from the original 18th-century recipe (gin + bitters), today’s pink gins are infused with strawberry, raspberry, or rhubarb. Gordon’s, Beefeater, Edinburgh Gin, Whitley Neill—every major brand has its own take, often in limited editions. The result? A viral success, particularly among younger and female audiences. Instagram became its ultimate ambassador.

But beneath the apparent sweetness, infusions also opened the door to unexpected complexity.

Gin, the New Perfume of the Land

Infused gin is becoming a reflection of local terroir. In Ibiza, LAW distillers use prickly pear and Amalfi lemon. In Provence, Comte de Grasse infuses lavender, mimosa, and centifolia rose. In Japan, Roku Gin explores yuzu, sencha tea, and cherry blossom. In Nordic countries, wild juniper, sea buckthorn, or Arctic seaweed reinvent the art of infusion.

Some gins even lean toward culinary infusions: basil and lime for pairing with Italian cuisine, Sichuan pepper for an Asian twist, truffle or beetroot for bolder experiments.

“What’s striking is how infusion creates a universal language,” says a sommelier specialized in spirits. “We can now speak of gin terroirs the same way we talk about wine varietals.”

Gin’s Postmodern Era

Beyond the trend, some see a deeper movement: the democratization of gin through personalization. Infusion lets consumers make the spirit their own. DIY kits are emerging, bars offer mix-your-own workshops, and brands like GinRaw or Hernö focus on co-creation.

Gin is also becoming more refined: barrel-aged infusions, cold brew techniques, vacuum distillation to preserve essential oils’ delicacy. Gin is even becoming… not gin: non-alcoholic, yet infused with spices, herbs, and flowers—a new frontier led by the “no/low” trend.

Boundless Creativity

While vodka once ruled the flavored spirits world, gin is now the flavor lab of choice. Infusion offers a rare balance: aromatic complexity, low sugar content, and great versatility in mixology. From classics (Gin & Tonic, Negroni, French 75) to the boldest creations, infused gins are changing the game.

And this is just the beginning. Today, Maison Villevert offers us JUNE Mango & Passion Fruit Gin. Tomorrow, we might be talking about fermented gins, seasonal infusions, or even metaverse gins. One thing is clear: gin is no longer just a spirit—it’s a liquid art form in constant reinvention.

And my favorite infused gin? Bear Brothers’ BB/09.

It’s a best-seller for good reason: a truly distinctive gin that combines balance and character. Its refined tasting profile is shaped by three additional botanicals—coriander asserts its Mediterranean soul, bergamot adds rare aromatic depth, and Timut pepper brings an unmistakable zing. An elegant, layered experience.

So let them be infused !

Don’t drink and drive. Enjoy responsibly.