Interest in gin falling as vodka gains ground

Gin is losing ground to vodka among UK drinkers as consumer tastes change over last 12 months, according to data released today.

An analysis by online search expert MediaVision has revealed that dramatic fall in the interest in gin, with online searches for ‘gin’ down 14% year on year. Searches for ‘gin & tonic’ decreased 22%, ‘Hendricks Gin’ by 16% and ‘Gordons Gin’ by 14%.

At the same time, vodka and martini cocktails have taken off, as online searches for ‘passionfruit martini’ have risen by 69%, ‘porn star martini’ by 22% and ‘espresso martini’ by 7% compared to 2020.

Vodka brands have also seen a rise in popularity, with searches for ‘Absolut Vodka’ up 108%, ‘Smirnoff Vodka’ up 32% and ‘Beluga Vodka’ up 30%. Activity for the more generic search term ‘vodka’ is also up by 10% year on year.

The study, carried out using MediaVision’s proprietary Digital Demand Tracker tool that analyses search data from AdWords and Google Trends, also found that summer tennis tournament staple beverage Pimms made a comeback this year, with the return of Wimbledon following its 2020 cancellation.

In the weeks around Wimbledon this year (1st June – 31st July) the search term ‘Pimms’ saw an increase of 57% compared to the previous year, overtaking searches for UK favourites like gin, vodka and tequila for the period surrounding the event.

Even in the rest of the summer months Pimms remained high on people’s drinking agenda, with search volumes up 15% on last year, suggesting that more ‘sociable’ drinks have been on the menu.

“The UK’s drinking habits seem to be shifting, as gin has often been a staple of social gatherings in the past. It looks like vodka-based drinks and martinis are now moving ahead in the popularity stakes,” Louis Venter, MediaVision chief executive, commented.

“The sharp rise in interest in Pimms this summer, meanwhile, shows that events like Wimbledon have a definite impact on what we imbibe and when. With so much of 2020-21 spent recovering from the rigours of lockdown, it’s no surprise that people may be pushing the boat out and trying out something new when it comes to their drinks.”