The United Kingdom’s spirits landscape, once dominated by a decade-long "gin-aissance," is undergoing a fundamental transformation. In a strategic move reflecting these broader market shifts, the UK-based Craft Gin Club has officially announced a comprehensive rebranding to The Curious Drinker. This evolution marks a significant departure from the company’s gin-centric origins, signaling an aggressive expansion into the wider multi-billion-pound premium spirits market, including Tequila, whisky, rum, and non-alcoholic alternatives.

The transition is more than a mere name change; it represents a pivot in business philosophy. As consumer palates become increasingly adventurous and the "one-spirit" loyalty of the past decade fades, The Curious Drinker aims to position itself as the definitive home for spirit discovery in a post-gin-peak era.

Main Facts: A Strategic Pivot to Universal Spirits Discovery

Founded in 2015, Craft Gin Club became a household name in the UK subscription box economy by delivering full-sized bottles of craft gin, bespoke mixers, snacks, and an educational magazine to tens of thousands of members monthly. However, the company has recognized that the "explosive growth" of the gin category has finally leveled off.

Under the new identity of The Curious Drinker, the business is broadening its horizons to tap into the UK’s "growing multi-billion-pound premium spirits market." The rebrand includes:

• Expanded Spirit Range: A shift from gin-only subscriptions to a curated selection of Tequila, whisky, rum, and trending "alternative" spirits.
• Tiered Subscription Models: New levels of exploration tailored to different consumer budgets and expertise levels.
• Enhanced E-commerce Presence: An expanded online shop featuring limited-edition products, specialized cocktail sets (such as the new Hugo Spritz box), and member-exclusive pricing.
• Retail Development: A move into "retail-ready product development," suggesting the brand may soon move beyond the letterbox and onto physical supermarket shelves.

Co-founder Jon Hulme noted that the new name reflects the reality of their community’s behavior: "We’ve always known our members were curious—curious about what’s in their glass, who made it, and what to try next. That spirit of discovery is what built this community."

Chronology: From Dragons’ Den to Market Diversification

The journey of The Curious Drinker is a testament to the boom-and-stabilization cycle of the UK craft spirits movement.

• 2015: The Founding. Jon Hulme and John Burke launched Craft Gin Club to capitalize on the burgeoning interest in small-batch UK distilleries.
• 2016: The Dragons’ Den Breakthrough. The founders appeared on the BBC’s Dragons’ Den, securing a £75,000 investment from entrepreneur Sarah Willingham. This investment provided the capital and mentorship necessary to scale the operation rapidly.
• 2020: First Steps Beyond Gin. Recognizing the rising popularity of aged spirits, the club introduced its first rum-focused boxes, testing the waters for a multi-category approach.
• 2023: Crowdfunding Success. The company hit its £500,000 crowdfunding target within just 48 hours. This capital injection was specifically earmarked for diversification into new spirits categories and international markets.
• Late 2025 – Early 2026: Restructuring and Rebranding. Amidst a cooling gin market and broader economic pressures, the company engaged restructuring specialists Leonard Curtis to manage a Company Voluntary Arrangement (CVA) for one of its entities, clearing the path for the 2026 launch of The Curious Drinker.

Supporting Data: The Decline of the ‘Gin-aissance’

The decision to rebrand is heavily supported by recent market intelligence. For years, gin was the undisputed engine of the UK spirits trade, but data suggests the category has reached a saturation point.

According to IWSR (International Wine and Spirit Record) data, the gin sector lost seven percentage points of its UK spirits volume share between 2020 and 2024. While the global gin market grew by approximately 2% in 2024, this growth was primarily driven by emerging markets like India and Brazil. In mature markets like the UK and the US, volumes have seen a steady decline.

At its peak in 2019—the final full year before the pandemic—gin represented roughly 22% of all spirits consumption in the UK. Current figures suggest that consumption has plummeted by approximately 40% from that historic high.

In contrast, other categories are surging:

• Tequila and Agave Spirits: Once relegated to "shot" culture, premium sipping Tequilas are seeing double-digit growth in the UK.
• Rum: Premium and spiced rums have successfully captured younger demographics looking for versatile cocktail bases.
• RTDs (Ready-to-Drink): Recent data shows RTD sales have surpassed £700 million in the UK off-trade, indicating a consumer preference for convenience and pre-mixed high-quality serves.

By rebranding, The Curious Drinker is positioning itself to capture the "switchers"—consumers who may have entered the premium spirits world through gin but are now looking for their next discovery in agave or malt.

Official Responses: Navigating Financial Restructuring and Future Growth

The rebrand comes at a time of internal transition. The company recently appointed Leonard Curtis to oversee a CVA process, a move that often signals financial distress but can also be used as a tool for strategic restructuring.

A spokesperson for The Curious Drinker clarified the situation to The Spirits Business: “This only involved one entity within the Craft Clubs group, which is separate to our trading entity. An overwhelming majority of bondholders voted in favour of the proposal that was put forward to them, and the CVA process is now proceeding towards a conclusion.”

This restructuring appears to have been a "clearing of the decks," allowing the company to shed legacy liabilities associated with the gin-only model and pivot toward a more sustainable, diversified future.

Investor Sarah Willingham remains a central figure in this transition. As the founder and CEO of Nightcap—the bar group behind The Cocktail Club and Dirty Martini—Willingham’s expertise in consumer drinking trends is likely a driving force behind the "Curious Drinker" concept. Her involvement bridges the gap between home subscription services and the "out-of-home" cocktail culture, creating a feedback loop of what is trending in bars and what consumers want delivered to their doors.

Jon Hulme’s outlook remains bullish: “The Curious Drinker is the name we should probably have had all along. It’s about more than just one liquid; it’s about the story behind the bottle.”

Implications: What This Means for the UK Spirits Industry

The transformation of Craft Gin Club into The Curious Drinker carries several significant implications for the wider industry:

1. The End of Category-Specific Subscriptions

The "Club" model based on a single spirit is increasingly fragile. Consumers today are "poly-drinkers," moving between a gin and tonic on Friday, a Margarita on Saturday, and a non-alcoholic botanical spirit on Sunday. The Curious Drinker’s move suggests that for a subscription service to survive, it must mirror the diversity of a well-stocked home bar rather than a specialized cellar.

2. The Rise of the "Curated Experience" over "Volume"

The introduction of the Hugo Spritz box (£50) highlights a shift toward "experience-led" purchasing. By providing the Connie Glaze Elderflower Vodka Liqueur, sparkling wine, soda, and even the garnishes, the company is moving from being a "bottle shop" to a "service provider." This mimics the success of meal-kit services like HelloFresh, applying the same logic to home mixology.

3. The Influence of "Retail-Ready" Development

The mention of "retail-ready product development" is a crucial detail. It suggests that The Curious Drinker intends to leverage its massive database of consumer preferences to create its own brands or co-branded products for traditional retail. With years of data on what mixers and snacks consumers prefer with specific spirits, the company is uniquely positioned to develop "perfect serve" kits for supermarkets.

4. Survival of the Fittest in the Subscription Economy

The UK has seen a "culling" of subscription services as the cost-of-living crisis forces households to evaluate discretionary spending. By broadening its appeal to include whisky and Tequila lovers—who often spend more per bottle than gin drinkers—The Curious Drinker is targeting a more affluent, resilient demographic.

Conclusion

The rebranding of Craft Gin Club to The Curious Drinker is a pragmatic response to the cooling of a decade-long trend. It acknowledges that while the "Gin-aissance" may be over, the UK’s appetite for premium, craft, and artisanal spirits remains robust. By shedding its categorical shackles, the company has not only secured its relevance in a changing market but has also set a blueprint for how legacy "club" businesses can evolve in an era of fickle consumer loyalty and high curiosity. As the CVA process concludes and the new brand rolls out, the industry will be watching closely to see if "curiosity" can indeed drive the next decade of growth in the UK spirits sector.