Gin set to top Christmas wishlist

Party classics like Champagne are forecast to play second fiddle to spirits this Christmas – most especially gin, according to UK market research.

Spirits sales, particularly those of gin, are set to soar in pubs and restaurants this Christmas (Photo: Wiki)

A study into festive drinks choices, which polled more than 1,000 people, found that 52% are more likely to order a spirit and mixer during the party season this year compared to Champagne.

While consumers in London were planning to pop the most Champagne corks, spirits are set to be the drink of choice across the rest of the country.

Gin and tonic was the most popular spirit and mixer combination in the survey, supported by sales reports identifying tonic as holding the largest market share (58%) for mixer flavours within the off-trade soft drinks category.

The research, carried out by UK drinks suppliers Ben Shaws, found that those aged 35-44 are the most likely to order a spirit and mixer, while cocktails are the most popular party tipple for 18-24 year.

While the majority of those surveyed confirmed they intend to indulge over the festive period, 47% admitted to being more aware of their health than this time last year, and plan to make savvier drinks choices when ordering in bars or restaurants.

The findings follow recent research into the position of gin in the on-trade, with 44% of bartenders from renowned London bars saying that premium gin was the most important spirits category in their venue.