Overview: The martini has returned to favour with consumers, signaling a shift in demand for gin and vodka. World Gin Week debuted in June 2026 to bring global consumer attention back to the gin category following recent volume declines.
The Full Story
In June, World Gin Week made its first appearance across North America, Asia, Australia, Africa, and Europe. Created by spirits marketing consultant Philip Duff and Karl Finegan, owner of New York bar The Ivory Peacock, the campaign consisted of bar pop-ups, tastings and seminars from big-name venues and brands. The initiative was inspired by the success of campaigns like Negroni Week, World Gin Day and World Martini Day, with an intention to bring the bar community together to put gin back in the limelight.
The launch addresses a dampening demand for the category. In 2025, according to Euromonitor, worldwide sales of English gin slipped by 0.2% in volume on the year prior. In the US, Discus data reveal a more significant downward trend, with gin volumes between 2019 and 2025 falling 17.7% across all price bands.
Brand & Industry History
The campaign was conceived to bring global consumer attention back to the gin category, which has been suffering from dampening demand. The initiative debuted in June 2026 and was created by spirits marketing consultant Philip Duff and Karl Finegan, owner of New York bar The Ivory Peacock, which stocks 1,200 gins on its back-bar. The campaign consisted of bar pop-ups, tastings and seminars from big-name venues and brands across North America, Asia, Australia, Africa and Europe.
What This Means
Super-premium gin is bucking the trend thanks to strong on-premise demand. High-end vodka, too, performs well in the channel. However, for entry-level and affordable brands, RTDs offer the most path forward. The martini cocktail popularity supports classic bases of gin and vodka, offering a route for white spirits to manoeuvre beyond alcohol’s ‘permacrisis’.
Consumer Takeaway
The resurgence of the martini has returned to favour with consumers, which is good news for the serve’s classic bases of gin and vodka. The global campaign aims to put gin back in the limelight through bar pop-ups and tastings from big-name venues and brands across North America, Asia, Australia, Africa and Europe.
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