Gin is one of those spirits that never really disappears. Sometimes it feels classic and familiar, and then suddenly it becomes exciting all over again. A good tonic, plenty of ice, a slice of citrus and that unmistakable scent of juniper are often enough to remind us why this clear spirit has never really lost its charm. World Gin Day is a perfect moment to look closer at gin, not only as the base of a classic gin and tonic, but as one of the most expressive categories in the drinks world. 

What makes gin so interesting is its balance between simplicity and character. At its heart, gin is led by juniper berries, which give it a fresh, piney and slightly wild aroma. Around that base, producers build flavour with botanicals such as coriander, citrus peel, cardamom, angelica root, herbs, flowers, berries and spices. The result can be crisp and dry, floral, citrus-led, berry-forward or bold enough to carry a Negroni. 

From juniper to cocktail culture 

Gin’s story did not begin in a fashionable cocktail bar. Its roots are linked to herbal remedies, early distillation and Dutch jenever, a juniper-flavoured spirit that later influenced the development of English gin. By the 18th century, gin had become widely popular in England during the Gin Craze, although its reputation at the time was far from elegant. 

Over time, stricter rules and better production standards helped gin become a more refined spirit. Cocktail culture then gave it a new stage. The Dry Martini made gin feel precise and sophisticated, the Negroni gave it depth and bitterness, while the gin and tonic turned it into something fresh, easy and timeless. 

Botanicals can add citrus, herbs, flowers, spice or berries, but juniper is what gives gin its identity. 

Gin styles worth knowing 

• London Dry Gin is the classic starting point: dry, clean and clearly led by juniper. It works beautifully in a gin and tonic, Dry Martini or Negroni. Tanqueray London Dry Gin and Gordon’s London Dry Gin are familiar examples, and despite the name, London Dry Gin does not have to be made in London. 
• New Western Gin, brings a more modern attitude. Juniper remains present, but other flavours are allowed to come forward, from citrus and herbs to flowers, berries, cucumber or spice. This is often where craft gin becomes especially interesting. 
• Navy Strength Gin is stronger and more intense, usually at least 57% ABV. It is a confident style for cocktails where the gin needs to stay visible next to bold ingredients. Junimperium Navy Strength Gin is a good example of a powerful, structured gin. 
• Pink Gin shows the softer and fruitier side of the category. Served with tonic, ice and berries, it feels aromatic, approachable and more playful. Gordon’s Premium Pink Gin is a well-known example of this style. 

KADA gin and Pakruojo Dvaro Geronimo Gin are also worth noticing when you want something beyond the most obvious classics. These bottles bring a more distinctive, modern and locally relevant angle to the category, making them interesting choices for a gift, a weekend aperitif or a more personal gin and tonic. 

How to choose and serve gin 

The easiest way to choose gin is to think about the serve. For a classic gin and tonic, a dry and juniper-forward gin is usually the safest choice, because it stays crisp next to tonic and does not disappear behind the bubbles. For something softer as a Pink Gin or a more aromatic contemporary gin can work beautifully with berries, citrus and lighter tonics. 

Gin does not require a complicated ritual, but details matter. Use plenty of ice, choose a quality tonic and match the garnish to the gin instead of covering it. Lemon, lime, grapefruit, cucumber, rosemary and juniper berries are classic options.

Classic gin cocktails 

Gin and tonic is the obvious classic, but with the right tonic, enough ice and a fitting garnish, it becomes fresh, elegant and surprisingly expressive. Negroni brings a darker and more intense mood by combining gin, red vermouth and a bitter aperitif. Dry Martini is all about precision, because there is nowhere for the gin to hide. Tom Collins, with gin, lemon, sugar and sparkling water, is lighter, brighter and easy to enjoy. 

This is what keeps gin timeless. One bottle can be dry and elegant, another citrus-led, herbal, floral, berry-forward or bold. In the Prikeshop selection, gin is worth exploring when you want a spirit that works for easy serving, classic cocktails and more personal flavour discoveries, from familiar names such as Tanqueray, Gordon’s and Junimperium to distinctive choices like KADA gin.

Feel more inspired and find cocktail ideas THERE!

Frequently asked questions 

What makes gin different from other spirits? 

Gin must have a clear juniper character. Other botanicals can add citrus, herbs, flowers, spice or berries, but juniper is the signature. In Europe, gin must have at least 37.5% alcohol.

Which gin is best for gin and tonic? 

A dry, juniper-forward London Dry Gin is a classic choice. For something softer, Pink Gin or a modern craft gin can also work very well. 

Can gin be served neat? 

Yes. Good craft gin can be tasted neat or over ice, especially if you want to notice the botanicals and flavour details. 

What cocktails can you make with gin? 

The best-known gin cocktails include gin and tonic, Negroni, Dry Martini and Tom Collins.