The popularity of gin is continuing to drive a surge in spirit sales across the UK, according to new research. Spirit sales accounted for over half of all growth in on-trade alcoholic drinks’ sales in the last year.

And while overall alcohol consumption is in decline, drinkers are increasingly choosing premium brands when drinking out – the research from William Grant & Sons revealed.

The past 12 months has seen a 2.5% rise to £10billion in sales of spirits in pubs, clubs and off-trade outlets – with gin as the fastest growing category; increasing sales by 15.8% compared with the previous year.

Gin’s current popularity is also accompanied with the welcome news of a boom in distilleries across the UK, with 45 new distilleries opening last year alone.

William Grant’s findings demonstrate a shift in consumers’ taste for more natural flavours. Rita Greenwood, Managing Director for William Grant & Sons, said:

“The report shows that it is more essential, now than ever before, for businesses and brands to adapt if they are to remain relevant with today’s consumers”.

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