G&T beats Pimm’s as UK favourite summer sip

Gin and tonic has beaten Pimm’s as the UK’s favourite spirit-based drink this summer, with Bombay Sapphire and Gordon’s identified as the most popular gin brands.

Gordon’s and Bombay Sapphire have been identified as the UK’s favourite gin brands

According to research commissioned by the Gin Guild with OnePoll, gin and tonic is the summer drink of choice among 24-38-year-olds, followed by Pimm’s and vodka and tonic. The online poll surveyed 2,000 alcohol drinkers in the age range.

The survey also revealed the growing popularity of gin-based classic cocktails, such as the Martini, Tom Collins and Negroni.

A total of 25% of the respondents named Bombay Sapphire or Gordon’s as their favourite gin brands. Over 10% named Beefeater or Hendrick’s as their preferred brands, while a number also cited Tanqueray.

The survey also revealed that 20% of gin drinkers claim they will pay more for a premium brand, with 62% of respondents stating they request specific brands at bars, as opposed to settling for the “house gin”. Half of those surveyed said they now also request a specific brand of tonic.

“It is fantastic news for the gin category as a whole to see that 64% of respondents are likely to drink gin more regularly now than they did three years ago,” said Nicholas Cook, director general of The Gin Guild.

“What is even more encouraging is that much of the increased popularity seems to be coming from consumers seeking out and enjoying a whole range of gin brands, from big brands to smaller craft or locally produced gins.

“The research also demonstrates that the on-trade is continuing to recognise the flexibility and unique qualities that gin brings to cocktail making, with the majority of respondents preferring to enjoy gin in an on-trade environment.”

A recent study by Cambridge University Press and Lancaster University revealed that gin and vodka has replaced Sherry and brandy as Britions’ favourite spirits during the Christmas period.