William Grant’s top UK spirits trends

11th July, 2014 by Amy Hopkins



Vodka is the most widely drunk spirit in the UK on-trade with 12m drinkers, adding £120m to the industry in the past two years. Flavoured vodka is now in decline, down 1.6%, while standard variants are driving category growth, up 6.6% in 2013/14. Vodka is also the most widely distributed spirits category, stocked in 985 of all on-trade outlets. Almost half of all on-trade vodka drinkers are aged under 34 years and 77% of vodka consumers drink the spirit with a mixer. Growth continues to be driven by premium vodka brands, which have experienced a 36.9% growth.


Vodka is also the most widely consumed spirit on the UK off-trade, with an equal 12m drinkers. Although the frequency of purchasing has fallen, the vodka category has experienced a slight volume increase. Value growth has been driven by an increase in the average price point. Similar to the on-trade, premium vodka brands is showing significant growth, up 37.2%. Unlike the on-trade, flavoured vodka has grown 11% and is now worth £33m.

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