Vodka now Britons' favourite spirit

Sales of vodka are on the increase, knocking Scotch off the top spot as Britons' favourite spirit, new figures have shown.

According to Off Licence News, drinkers spent £747 million on vodka in shops, supermarkets and off-licences in the 12 months to April, an increase of 11 per cent in one year. Meanwhile, sales of blended Scotch increased by 1 per cent to £742 million.

Traditionally, vodka, which is more fashionable and popular with younger customers, has long been the best-selling spirit in pubs while whisky was the top-seller in the off-licence trade.

But analysts say premium vodka brands and strong marketing have won over drinkers as whisky struggled to find new customers.

Additionally, the number of Poles in Britain are also boosting sales and one distillery says it will start spelling vodka the Polish way to cash in on the growing market.

Rosie Davenport, from Off Licence News, said: "This is a landmark moment for one of our most treasured national drinks. While Scotch has lots of heritage, which has propelled sales overseas, at home it's had a tough time appealing to a younger audience."