Australians swap vodka for gin, research showsBy Amy Hopkins
Gin has experienced rapid growth in Australia over the past five years and is gaining on vodka as the country’s white spirit of choice, new research has revealed.
Data released by Roy Morgan Research shows that while the number of monthly vodka drinkers has remained largely flat at 1.1 million since 2010, the average number of monthly gin drinkers has grown from 633,000 in 2010 to 860,000 in 2015.
White rum has also witnessed stark declines in the country, losing 78,000 monthly drinkers since 2010, as Tequila drinkers drop from 336,000 to 312,000.
Roy Morgan analysts claim that gin’s success in Australia stems from the thought it is a “drink for all ages”, with consumption differing only 4% or 5% across all age groups.
While one in six 18 to 24-year-olds drink vodka and 7% drink Tequila, consumption rates in each are declining sharply as Milennials get older.
Gin has now overtaken Tequila as the second most popular spirit among 18 to 24-year-olds and is as popular as vodka among 35 to 49-year-olds. It is, however, the most popular spirit among consumers aged over 50.
“Gin has gained around 220,000 more drinkers since 2010 – and its popularity has increased across all age groups,” said Andrew Price, general manager consumer products at Roy Morgan Research.
“However brand preferences vary greatly across different age groups. Bombay Sapphire is the top drop among 18-24 year-olds, Tanqueray and niche brands hit the spot with gin drinkers aged 25-49, and Gordon’s (at nearly 250 years old itself) remains the sentimental favourite among those 65 and up.
“When it comes to vodka, although the overall number of drinkers is steady at over 1.1 million this total comprises a decline of almost 100,000 18-34 year-old consumers, offset by an equivalent increase in drinkers aged 35-plus.”
In January last year, Roy Morgan Research showed that due to the growth of younger whisky drinkers in Australia, Jameson Irish whiskey had started to outpace Johnnie Walker Scotch.