Can you guess the UK’s favourite gin flavour?

The results are in on which gin flavour UK consumers are craving this summer, with one clear winner, especially among younger drinkers. But can you guess what it is?

To mark the summer season, UK consumers have been taking part in a survey to find their favourite gin flavours, and the results are in.

The research was completed by Puerto de Indias and 3Gem, and asked 2,000 consumers based in the UK a series of questions about their reasons for choosing a new gin brand, their favourite gin flavours, and their favourite ways to drink them.

Coming out on top was strawberry gin, with more than one in five (21.9%) consumers saying they would choose it over any other flavour when shopping.

The pink stuff is especially popular with the younger demographic – especially Gen Z drinkers –with over half (54.5%) of 18-24 year olds ranking it as their favourite flavour.

Strawberries were also voted as the third most popular garnish for at-home drinking, with 1 in 5 consumers (20.4%) preferring to serve their tipples with the red berry.

IWSR data has revealed that the UK and Spain have now reached ‘peak gin’, with volume consumption plateauing.

According to its analysis, flavour diversification is a major trend driving gin consumption.

IWSR forecasts global volumes of standard-and-above priced gins to grow at a CAGR of +5% between 2021 and 2026. While volume growth in the three largest gin markets of the US, UK and Spain will be subdued, strong gains are expected in other top 20 markets.

Jose Luis Hermoso, research director at IWSR, summarised: “While established gin markets have seen category growth starting to peak, there are a number of other non-traditional markets that are seeing gains. The ongoing recovery of the key on-trade channel post-Covid has reinforced previously emerging tailwinds for gin in these markets.”