Whisky under pressure from Vodka chaser

Vodka is closing the gap on whisky as Britain's favourite spirit, according to a new study.

Vodka is surging ahead because young adults in particular like the subtle taste of the spirit, which means it works well as a mixer, according to analysts Datamonitor.

Datamonitor's new survey shows that spirit market in Britain is growing very gently, up 2.3% to £9.6bn in 2005. Datamonitor expects the category to be worth £10.7bn in 2010.

However, the survey predicts that vodka sales will match those of whisky in 2010, with sales of around £3.8bn.

This represents growth over five years of 21% for vodka, compared to 5% for whisky.

Datamonitor predicts that consumption of unflavoured vodka, which exceeded Scotch whisky in 2003 to become the most consumed spirit in the UK, will rise from 0.9 to 1.2 litres per person in 2010.

"Extensive advertising campaigns have done a lot to build interest in a variety of vodka drinks, both unflavoured and flavoured. Young adults in particular seem to enjoy the more subtle taste of vodkas, and it is a big part of many people's drinking habits for a good night out," said Datamonitor analyst Lee Schneider.

"The range of mixers that work well with whisky is limited so its consumption has not really benefited from increased drinks innovations and

combinations."