The aim of this study was to investigate the behavior of consumers belonging to Generation Y regarding gin consumption in the territory of the Republic of Croatia. An online survey was conducted on a sample of 205 subjects. Research results show that Generation Y members usually consume gin with tonic on a monthly basis, in bars / restaurants while socializing with friends and family. The consumption of gin by most respondents is not affected by the season, and the respondents in a larger proportion drink gin of foreign origin. More respondents prefer transparent gin and they do not know which gin they drink concerning production technology. Only a quarter of respondents have tried gin of domestic origin, and they are equally familiar with industrial gin and craft gin from the territory of the Republic of Croatia. Most of the respondents were ready to give from 101 to 150 kuna for one bottle (0.7dl) of gin. The most important characteristic of consumer gin is taste, and price / quality ratio. A quarter of respondents said they consume gin on a weekly basis when feeling nervous. A small proportion of respondents had an experience of consuming Croatian gin, just as a small proportion of them choose gin of domestic origin when consuming. The results of this research may be used by gin producers in production planning, and by market experts to create marketing strategies to promote gin consumption.