Consumer research commissioned by The Gin Guild as part of our Sustainability Toolkit project delivers a clear message: gin consumers expect brands to take credible, transparent action on sustainability. Packaging, climate change, and ethical sourcing are rapidly climbing up the agenda for buyers and enthusiasts alike.

Our landmark survey of 2,000 nationally representative adults found that 69% of gin drinkers consider sustainability important when choosing a brand. Half of these consumers actively check for sustainability credentials on packaging or company websites before making a purchase. While taste and price remain top priorities, there is a growing expectation for brands to demonstrate responsible practices. This trend is especially pronounced among younger consumers, who are more likely to demand action on climate change, human rights, and ethical supply chains.

Key Insights from the Research

  • Sustainability is a must: 69% of gin drinkers say it matters when choosing a brand; 50% check credentials before buying.
  • Packaging matters: Packaging is the most visible sustainability issue for consumers. While 48% believe gin brands are addressing it well, 31% identify it as a top priority for future action.
  • Transparency is key: Consumers want clear, credible information, preferably on pack or via brand websites. However, 31% admit they do not check at all, highlighting the need for brands to make sustainability information more accessible.
  • Younger consumers drive the agenda: Those aged 18 to 24 are the most informed and vocal in demanding action on climate change, ethical sourcing, and human rights.
  • Social responsibility: Human rights, employee wellbeing, and responsible business practices are seen as equally important as environmental issues, with 32% prioritising human rights and 36% employee wellbeing for the future.

The Gin Guild Sustainability Toolkit: A Practical Response

Developed in collaboration with leading distillers, sustainability experts, and industry stakeholders, the Toolkit provides actionable guidance for distilleries of all sizes. It offers ‘baby steps, next steps, and stretch goals’ to help brands at every stage of their sustainability journey. The Toolkit covers emissions reduction, water stewardship, waste management, packaging innovation, biodiversity, ethical sourcing, and robust governance.

Gin Guild member research also shows that water stewardship, waste management, energy consumption, and responsible sourcing are top of mind for producers, mirroring consumer concerns. The Toolkit is designed to address these priorities and equip distillers with the tools they need to make meaningful progress.

Industry Voices

“Consumers are increasingly looking to brands that align with their values. The Sustainability Toolkit is a response to this demand. We wanted to equip distillers with a practical resource that could guide their sustainability journey and empower them to make choices that are not just ethical but achievable. As an industry rooted in tradition and craftsmanship, we have both a responsibility and an opportunity to lead by example. The generosity of our member experts in shaping and supporting the project is a testament to the shared vision of sharing knowledge and best practice for the greater good.”

Pal Gleed, Director General, The Gin Guild

“Sustainability runs through many facets of our operations at Bombay Sapphire, acting as a blue thread that defines how we operate as a brand, a credibility we have carefully nurtured and refined over the past 25 years. We are proud to contribute to this toolkit as a meaningful step toward greater collaboration and progress across the gin industry.”

Dr Anne Brock, Master Distiller, Bombay Sapphire (Bacardi)

“This is not just about compliance; it is about the industry coming together to share knowledge and expertise to encourage as many gin distilleries as possible to adopt the ideas in the toolkit. For new distilleries starting out on their sustainability journeys, the Toolkit provides invaluable information about the practical steps that they can take today to make meaningful progress, both to protect people and the planet, as well as saving money.”

Fiona Humphries, Sipsmith

A Call to Action

The Gin Guild is calling on distillers across the sector to use the Toolkit to improve their practices and communicate their progress with honesty and clarity. As the industry faces increasing scrutiny from retailers, regulators, and consumers alike, credible action on sustainability is now essential for future growth and resilience.

The Toolkit is free to Gin Guild members and available to non-members for a fee. It is more than a compliance guide: it is a sector-wide roadmap, backed by research and industry expertise, empowering gin producers to drive meaningful change and share best practice for a greener future.

Ready to take the next step?

Download your free Sustainability Toolkit taster at theginguild.com/greenergin, or join us at Ginposium 2025 on Friday, 13 June 2025 in London for more insights and inspiration.
Let’s raise a glass to a greener, more responsible gin industry #GreenerGin