Whiskey’s days as the UK’s favourite spirit are numbered, according to market analyst Datamonitor.

Although Whiskey remains the largest category of the UK spirits market, accounting for 38% of total sales worth £3.7b, its growth has stagnated while vodka’s popularity is soaring.

Datamonitor predicts Vodka, which is the second largest category presently, will enjoy growth of 21% to £3.8b in 2010. Unflavoured vodka accounts for 90% of sales.

Whiskey will manage only 5% growth to £3.9b during this time. Scotch Whiskey contributes the lion’s share of volume, at 70% of sales.

Report author Lee Schneider said: “Whiskey is customarily drunk neat or on the rocks by the more traditional consumers, while younger drinkers tend to consume it with a mixer. The range of mixers that work well with whiskey is limited so its consumption has not really benefited from increased drinks innovations and combinations.”

The UK spirits market is one of the biggest in Europe, worth £9.6b in 2005. The average Brit drinks 3.8 litres of spirits a year and spends £160.

By 2010 the UK spirit market is expected to be worth £10.7b, with gentle growth of around 2.3% each year.

By Chris Druce

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