Shaken and stirred: vodka and martini brands beat gin in online searches

Vodka and martini beat gin - MediaVision - mediashotz

Interest in gin among UK drinkers has fallen dramatically this year, but vodka and martini cocktails have taken off, according to data released today.

Online searches for ‘gin’ are down 14% year on year, while searches for ‘gin & tonic’ decreased 22%, ‘Hendricks Gin’ by 16% and ‘Gordons Gin’ by 14%.

At the same time, online searches for unusual martinis are on the rise compared to 2020: searches for ‘passionfruit martini’ have risen by 69% ‘porn star martini’ by 22% and ‘espresso martini’ by 7%.

Vodka and martini brands

Vodka brands have also seen a rise in popularity, with searches for ‘Absolut Vodka’ up 108%, ‘Smirnoff Vodka’ up 32% and ‘Beluga Vodka’ up 30%. 

Activity for the more generic search term ‘vodka’ is also up by 10% year on year.

The analysis was carried out by online search expert MediaVision, using its proprietary Digital Demand Tracker tool that analyses search data from AdWords and Google Trends.
It also found that summer tennis tournament staple beverage Pimms made a comeback this year, with the return of Wimbledon following its 2020 cancellation.

In the weeks around Wimbledon this year (1 June – 31 July) the search term ‘Pimms’ saw an increase of 57% compared to the previous year, overtaking searches for UK favourites like gin, vodka and tequila for the period surrounding the event.

Even in the rest of the summer months Pimms remained high on people’s drinking agenda, with search volumes up 15% on last year, suggesting that more “sociable” drinks have been on the menu.

Louis Venter, CEO at MediaVision, comments: “The UK’s drinking habits seem to be shifting, as gin has often been a staple of social gatherings in the past. 

“It looks like vodka-based drinks and martinis are now moving ahead in the popularity stakes.

“The sharp rise in interest in Pimms this summer, meanwhile, shows that events like Wimbledon have a definite impact on what we imbibe and when. 

“With so much of 2020-21 spent recovering from the rigours of lockdown, it’s no surprise that people may be pushing the boat out and trying out something new when it comes to their drinks.”