Australian consumers are gravitating more towards gin as their spirit of choice, the latest data by Roy Morgan Research has revealed.
While the number of vodka drinkers has remained relatively unchanged despite overall population growth, with just over 1.1 million Australian adults drinking vodka in an average four week period, the average number of monthly gin drinkers nationwide has increased from 633,000 adults in the year to March 2010, to 860,000 now.
This increase is facilitated by the fact that gin in enjoyed consistently among all demographics, with its popularity 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 drinkers.
Interestingly, white rum has fallen from favour, down from 446,000 drinkers in 2010, to 324,000 now. Tequila also lost some drinkers over the period, down from 336,000 to 312,000 in an average four weeks.
Source: Roy Morgan Single Source (Australia), April 2009 – March 2010 n = 18,364, April 2014 – March 2015 n = 17,093 Australians 18+
