Tuesday, July 21st, 2015

Gin is gaining on vodka as Australia’s white spirit of choice, the latest data as distilled by Roy Morgan Research shows.

Just over 1.1 million Australian adults drink vodka in an average four week period (excluding in ready-to-drink beverages)—virtually unchanged compared with five years ago despite overall population growth.

Meanwhile the average number of monthly gin drinkers nationwide has grown from 633,000 adults in the year to March 2010 to 860,000 now.

But white rum has fallen from favour, down from 446,000 drinkers in 2010 to 324,000 now. Tequila also lost some sippers, swiggers and lick-sip-suckers over the period, down from 336,000 to 312,000 in an average four weeks.     

Gin up! White spirit consumers 2010 vs 2015:

Source: Roy Morgan Single Source (Australia), April 2009 - March 2010 n = 18,364, April 2014 - March 2015 n = 17,093 Australians 18+

Unlike vodka, tequila and white rum, gin is a drink for all ages, with its popularity virtually fixed from young to old.  The average monthly consumption incidence of gin stays within a narrow range of 4% to 5% across all age groups, while other white spirits skew heavily toward more recently legal tipplers.

Over one in six of 18-24 year-olds (17%) drink vodka and 7% drink tequila in an average four weeks—but the consumption rates of each decline sharply, and continue declining the older we get.

Simply by remaining consistently well-liked, gin overtakes tequila as the second most popular white spirit among those 25-34, and is almost as popular as vodka among those 35-49. By 50 and over, gin has become the clear leader.

Proportion of age groups drinking each spirit in 2015:

Source: Roy Morgan Single Source (Australia), April 2014 - March 2015 n = 17,093 Australians 18+

Andrew Price, General Manager Consumer Products, Roy Morgan Research, says:

“Gin has gained around 220,000 more drinkers since 2010—and its popularity has increased across all age groups. 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.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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