18th century, as London was exploding with population and
wealth (some good harvests).  Alcohol was already consumed regularly
by all ages (incl children), social classes and by both men and women.
William of Orange comes to power and passes a law that essentially
allows unregulated production, as a way of undermining market for
French wine and brandy (from dutch, burned wine!) which was seen as
Catholic and unpatriotic.  Production was also politically popular, as
the barley crop was used in rotation with wheat and had no particular
value otherwise.
Became fashionable, and free of traditional divides of class and
gender eg taverns and inns.  Influx of Dutch sailors also helped.
Strength is unknown!  Gin from Genever, Dutch for Juniper.  Madam
Geneva was a popular icon, similar to Britannia
Stories start to arise of women neglecting or harming their children,
disorderly behaviour, and newborn babies born sickly.  None of which
was actually very new.  Moral panic seems to revolve around lower
classes, and lower class women in particular, enjoying themselves!
Perception was that working classes should work, and anything else was
not only unhealthy but immoral. Production was politically popular, as
the barley crop was used in rotation with wheat and had no particular
value otherwise.
Led to cosy dram shops everywhere, but also the glitzy gas lit Gin
Palaces that became the basis of Victorian pubs – a bar (previously
where barrels were stored), mirrors, etched glass. None survive.
Series of laws to try to restrict production and consumption, largely
circumvented until tax became realistic, at which point a series of
poor harvests, and returning unemployed soldiers meant that disposable
incomes had shrunk significantly and consumption was already falling.