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:

  1. To conduct new research into the gin drinking habits of the nation, to demonstrate the categories increasing popularity and diversity.
  2. 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:

  1. That Gin & Tonic is the most popular summer spirit-based drink (followed by Pimms and then Vodka & Tonic),
  2. That 73% of respondents drink more gin in the summer time and
  3. 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.