According to an Ipsos study commissioned last September as part of Whiskey Live Paris, the flagship whiskey and spirits tasting event in Europe, rum maintains its place as a great favorite in the hearts of the French.
82% of French spirits lovers and buyers choose rum, well ahead of whiskey, aniseed spirits, vodka and gin. In this quinté of alcohols, the unbeatable rum and whiskey confirm their popularity already established in 2019 and 2021 by being the best known, most consumed and most purchased spirits with 83% for rum and 76% for whiskey. Aniseeds, which are the famous aperitif smelling of the sun and the south, retain their third place on the podium with 64% in terms of purchase and 34% in consumption, with a clear preference for people over 50 years of age. Vodka completes the final square with 62% purchase and 34% consumption. The youngest to enter the top 5 of the most purchased spirits and which is garnering more and more votes: gin.
27% of buyers, all ages combined, have opted for this alcohol in the last 12 months.
In the 30-40 age bracket, the study reveals that this generation buys on average a greater number of spirits such as vodka, mint liqueur, tequila or sake, all popular with young people. In terms of selection criteria, there are many with a predominance for taste and price, especially for cognac, whiskey and rum. The results of the study underline an evolution of the purchasing behavior of spirits with age and experience. Consumers now rely on quality, including the origin of production with 32% who do not hesitate to put the price, even if it means reducing the frequency of consumption of the spirit in question. 10% of French people, on the other hand, opt for price to the detriment of quality. For the social environment, 42% of people questioned consume spirits when going out, in establishments such as bars and restaurants at times conducive to an aperitif and the discovery of unique alcohol and original cocktails, appreciated by 30-40 years old. Seniors will prefer pure consumption, without ice cream. Spirits buyers mainly buy their supplies in supermarkets, even if online purchases have been increasing since 2019. Agricultural rum from the West Indies retains its leading position against molasses rum, the main ingredient in cocktails. Our famous Ti' Punch therefore still has a very bright future ahead of it… to be consumed in moderation. _VX
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