All about ‘Ginuary’ - Looking at food and drink attitudes among Britain’s gin drinkers
January 15th, 2024, Lesley Simeon

All about ‘Ginuary’ - Looking at food and drink attitudes among Britain’s gin drinkers

The quest to understand why January is dedicated by some to gin invites no single answer from the internet. While some observe ‘Ginuary’ simply to celebrate the alcoholic drink and perhaps encourage others to have it in some form or the other every day of the month (not our words), some simply see it positioned as an anti-hero to Dry January. Nonetheless, for ‘Ginuary’ we explore YouGov data and see how popular gin really is among Britons and what gin drinkers think of food and drink in general.

Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – reveals that less than one in ten Brits (7%) say gin is their favourite alcoholic beverage. Lager is the top choice (17%) followed by red wine (11%), cider or perry (9%) and ale or stout (9%).

When it comes to where people drink, Profiles data shows that Britons who say gin is their favourite alcoholic beverage (i.e. gin drinkers) are more likely to have the drink at home, than at a pub or restaurant.

More than a quarter of gin drinkers in Britain (27%) say they consume gin several times a month at home and 15% of them drink gin at home several times a week. Interestingly, 3% of Brits say they have gin at home at least once a day.

Compared to the general population, gin-favoring Brits are more likely to try new food, drinks and opt for spirits over beer or wine

Further, compared to the general British population, gin drinkers are more likely to experiment with new drinks, food and cuisines, Profiles data shows. For example, while 71% of the general population says they like to experience new food and cuisines, the figure corresponding to gin drinkers is six points higher at 77%.

Similarly, more than half of Britons who say gin is their favourite alcoholic drink (53%) say they like to try new drinks - ten points higher than all British adults (43%).

More than three in five Britons who favor gin over other alcoholic drinks (67%) like spirits more than beer or wine. As for the general population, less than a third of them (32%) agree.

However, Brits who say gin is their top choice among alcoholic beverages are also more likely than all British adults to say it’s worth paying extra for good quality beer or wine (63% vs. 54%).

Gin drinkers in Great Britain also have a sweeter tooth than the general population – more than a third of the former (37%) say they prefer sweets over crisps, any day compared to 29% of the latter.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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