Sainsbury’s is tipping gin as a must-have in the home drinks cabinet this Christmas.
Once known as the preserve of the blue-rinse brigade, gin has now become the drink of choice for young urbanites, according to the supermarket. Its sales of gin have rocketed by 61% amongst city-dwelling 18-to-24-year-olds in the past year.
An independent survey of 2,000 people carried out by Sainsbury’s shows that one in three people are planning to buy a bottle of gin over the festive period, and it is young adults who will be leading the trendy gin crowd.
Sainsbury’s says that the drink’s rising popularity can be attributed partly to the nation’s new-found fascination with all things British. The royal wedding this year and the Queen’s Jubilee in 2012 are apparently giving us a thirst for the old-school spirit. Watching characters drink gin on top television programmes such as Downton Abbey and Mad Men is also contributing.
In addition, the Twitter feed @Queen_UK – with over half a million followers – is dedicated to gin and famously coined the phrase Gin O Clock.