For this year’s participation in World Gin Day, the Guild commissioned a survey to develop a fact based story line for press use.
Although unsuccessful in the original release, drowned by a tide of other great gin stories, it achieved wide press coverage when released as a news story in July under a ‘Gin & Tonic the consumer drink of the summer’ headline.
The objectives of the survey were:
- To conduct new research into the gin drinking habits of the nation, to demonstrate the categories increasing popularity and diversity.
- To generate news stories in both consumer and trade press.
The research was conducted on-line through OnePoll’s system. The sample size was 2,000 respondents, aged between 24 and 38 (who drank alcohol), with an even spread amongst gender and region. 43% of respondents (860 people) were not gin drinkers. 59% of the respondents were female and 41% were male.
The key ‘summer time’ linked stories were:
- That Gin & Tonic is the most popular summer spirit-based drink (followed by Pimms and then Vodka & Tonic),
- That 73% of respondents drink more gin in the summer time and
- That 91% of people surveyed believe gin is a good summer drink.
Ideas for Guild World Gin Day participation for 2016 to the DG please.