Gin and tonic has overtaken tea as Britain’s favorite drink among changing consumer preferences
Gin and tonic has overtaken tea as the nation’s favorite drink, marking a major shift in British consumer habits.
A recent survey carried out as part of the sixth annual Bacardi Cocktail Trends report found that 44% of Britons now prefer a G&T when meeting friends, slightly ahead of the 41% who prefer a regular cup of tea. The remaining 15% was undecided between the two British drinks.
The UK gin market continues to flourish, cementing its position as the world’s largest. Last year, gin sales reached £750 million, reflecting the continued popularity of the spirit dating back to the 17th century. This is in stark contrast to the decline in the tea market, where sales of everyday black tea brands such as PG Tips and Yorkshire Tea are down 6% in 2022 to £341 million. Research firm Mintel predicts a further decline of 8% between 2023 and 2028.
The changing popularity of the drink is also evidenced by the difficulties of Britain’s oldest tea company, Typhoo Tea, which recently entered administration due to debts of more than £70 million and declining demand. Meanwhile, the rise of “cocktail culture” is gaining momentum, especially among younger consumers. Nearly half of Gen Ze respondents—those ages 18 to 29—expressed a preference for celebrating special occasions with a cocktail instead of Champagne. Additionally, 35% are more likely to choose a cocktail over beer, and 29% over wine compared to last year.
David Zanardo of Bacardi UK & Ireland said: “IG&T is at the top of our poll for 2025, so perhaps it’s no surprise that it is now rivaling the cup of tea as the national drink.”
This change brings both challenges and opportunities to businesses in the beverage industry. While traditional tea brands are facing declining sales, the spirits sector is poised to grow as consumer preferences change. The likes of gin and tonic, as well as other cocktails like piña coladas and mojitos, reflect a changing landscape that companies will need to navigate carefully.
