Its crystal-clear appearance might be deceiving, making it seem like there are no secrets hidden within. Yet, gin has a rich history filled with research and passion. This fascinating spirit will be showcased at the twelfth edition of theGINday, an event dedicated to the world of gin, taking place on Sunday, September 8, and Monday, September 9, at Superstudio Più. Kicking off these two days is the "Bubbles Party," the opening cocktail event set for Sunday, September 8, in the Art Garden of Superstudio Più.
This event is designed for "Gin Lovers," a broad audience that includes not only industry experts and mixology professionals, who from behind the bars of their venues offer creative solutions to meet the increasingly sophisticated tastes of their customers, but also those seated at the tables of these bars who are asked which brand of gin they prefer for their cocktail. This increasingly common question usually sparks interest or, at the very least, the curiosity of consumers. Gin, a spirit made famous by the big screen as the base of James Bond's beloved Vesper Martini, and is also greatly enjoyed neat or in the classic gin & tonic.
Aiming to stay ahead of emerging consumer trends, this year's theGINday event highlights the interaction between product and user, giving visitors a chance to connect directly with brands from large corporations, artisanal producers, and small distilleries. This sensory journey invites gin lovers to savor the spirit both in its pure form and in iconic cocktails, offering them opportunities to learn all its secrets through seminars, workshops, and masterclasses. Those eager to purchase the latest releases or small-batch productions not yet available through traditional channels will find what they're looking for at the official store, “Bottega Liquori&Spiriti.”
This event offers a chance to be more than just observers; attendees can become active participants. Following last year's success, the Gin Awards are back. A panel comprising beverage industry professionals and distinguished journalists is set to award winners in four categories: “Best Italian Gin,” “Best International Gin,” “Best Idea/Concept,” and “Best Packaging.” Additionally, there are two special awards: “Bartenders Choice,” the top five gins as selected by industry experts, and “Exit Poll,” an award for the product most favored by the brands at the event, determined through a survey conducted during the theGINday. The winners will be announced at the closing ceremony on Monday, September 9, marking the conclusion of event.
The aroma of gin will extend far beyond the walls of Superstudio during the two-day event. theGINday is actually a highlight of the larger theGINweek, which from September 7 to 14 will sweep through Milan's trendiest nightlife venues. Throughout this week, Milan will become a dynamic stage where enthusiasts and mixologists elevate gin to the level of liquid art.

theGINday, Superstudio Più via Tortona 27, Milan - Sunday, September 8, and Monday, September 9 - tickets available at https://www.theginday.it/biglietti