According to recent research released by Roy Morgan Research Gin is gaining on vodka as Australia’s white spirit of choice. The research revealed that over 1.1 million Australian adults drink vodka in an average four week period virtually unchanged compared with five years ago despite overall population growth. The number of the average number of monthly gin drinkers nationwide has grown from 633,000 adults in the year to March 2010 to 860,000 now, while the number of white rum and tequila drinkers have fallen from 446,000 drinkers in 2010 to 324,000 now and 336,000 to 312,000 in an average four weeks respectively.

“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 favorite among those 65 and up.” Andrew Price, General Manager Consumer Products, Roy Morgan Research commented.
Price went on to explain that 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. Price went to add that 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.