Study says Brits favour super-premium spirits

British drinkers are trading up from premium offerings to super-premium spirit brands, in particular gin, according to a report by data and research consultancy CGA.

Brits are favouring super-premium spirits over premium offerings

The Going Premium report analysed the drinking habits of people in the UK and found that more than 40% of UK drinkers are likely to pay extra to upgrade to a premium brand when the option is available.

This figure is even higher in 18-34 year olds, with 54% saying they would pick a premium brand. CGA noted that people in this age range often have more disposable income and go out more than people in other age ranges.

According to CGA’s On Premise Measurement service, standard spirits volumes fell by 1.9% in the year to June 2017.

Meanwhile spirit volume sales of super-premium brands rose by 11.9% in the same period, while premium spirits volumes rose by 2.9%.

The report also noted that more than a third (36%) order a premium mixer with a spirit every or almost every time.

CGA reported that premium mixers can improve consumers’ perceptions of their entire drinking experience, with a third (32%) believing their perception of a venue improves when spirits are served with a bottled mixer.

Premium bottled mixers are “especially important” in gin, which is the preferred style of serve for 34% of consumers, much higher than for vodka (11%) or rum (10%).

The report also found that the selection of drinks available in bars influences where people go, a third of people asked said the quality of drinks on offer was an important factor when choosing where to spend their money.

The average monthly spend for UK drinkers is £92 (US$120) while those who pick premium brands spend £116 (US$152) on average.