In 2018, all around the world, gin consumption grew quicker than any other alcoholic beverage category.

This had a lot to do with social media and the fact that gin, unlike some other drinks, fits in with a lot of health trends doing the rounds.

It has some surprising health benefits, thanks to juniper berries – the core ingredient in a classic gin.

Juniper berries mean that gin is plant-based, which brings us to the latest food trend elevating the gin market in a very big way.

Fortune spoke to Brandy Rand about what she calls her “plant theory”.

“If you look at consumption trends over the past few years, there is a high growth rate in people eating more plants. We have been told it is better for the environment and for our diets,” says Rand…

The power of plants is changing consumption behavior across many food and beverage categories: There are plant-based burgers, chicken, seafood, and milk products—and even cannabis is soaring in popularity.

All this talk of plants may be giving gin a lift too. With a botanical base, gin has an herbaceous vibe that fits neatly into the plant craze.

Gin makers are also experimenting with flavours and infusions like basil, rhubarb, orange, and cinnamon, and in the process, they’re bringing new drinkers into the fold.

You can crack open your same old drink, and no problem with that, but others are keen to dabble in new flavour profiles.

Here in Cape Town, the Cape Town Gin Company has introduced uniquely Cape flavours like rooibos and rosewater to bring you the Rooibos Red Gin and the ever-popular Pink Lady.

Globally, sales of gin jumped 8.3% last year versus 2017, IWSR data shows, bolstered in part by trendy pink gins, to lift the spirit’s sales to more than 72 million nine-liter cases.

Growth has been explosive in European markets like the United Kingdom and Spain, where much of the innovation is occurring. IWSR forecasts gin will hit 88 million cases by 2023.

It’s also doing very well in South Africa which has seen a growth in gin bars and craft gins.

Gone are the days of grabbing a bottle of gin at the liquor store before a house party because it was a cheap way to get drunk.

Now, gin has been elevated, crafted and perfected into something you’d be proud to present to your in-laws, or leave out on the drinks table when impressing visitors.

That’s a big change from that old nickname, ‘Mother’s Ruin’.

If you want to get on board with the gin revolution, but aren’t sure where to start, you can’t go wrong with the Cape Town Classic Gin, a well-made, carefully balanced spirit with rich botanicals dominated by juniper, citrus notes and a hint of herbs and wildflowers.

The numbers don’t lie – gin is taking over the world, and I’m okay with that.

Cheers.

[source:fortune]