Gin Drinkers reveal Premium Preference

05 March, 2010 by

By Amy Looker

Recently released data on gin drinkers by Roy Morgan shows that gin is fast growing as a key repertoire category for traditional premium beer and wine consumers.

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While gin holds only an eight percent share of all alcohol consumed by gin consumers, repertoire analysis shows that the other 92 percent is made up mostly from beer and wine, and not from significant amounts of other spirits.

When compared to the repertoire of a spirit drinker – where regular beer and dark spirits dominate – a gin drinker is far more likely to have consumed premium beer, still and sparkling wine in the same four week period.

The data also shows that while gin has traditionally been associated with female consumers, over the past few years gin has experienced category growth that can be seen in both the number of drinkers as well as the overall volume.

According to the Roy Morgan data, the good news for the gin category is that while the number of female consumers has remained steady, there is a new type of consumer that is driving the growth.

Women aged 35-64 still account for 30 percent share of category drinkers and 27 percent of category volume (compared with the 14 percent of total spirit volume the account for).

Most notably, there has been a 36 per cent increase in the number of males drinking gin, and a 60 percent increase in the number of 18-24s drinking gin.

For an in-depth review of the current gin market, check out the March edition of National Liquor News.