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Vodka to overtake Whisky drinking in the UK  Add/Read Comments

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Vodka is set to replace whisky as Britain's favourite spirit, according to a report. Sales have shot up by 21 per cent and are likely to reach £3.8billion in the next four years - matching sales of all whiskies. Market analysts Datamonitor's report says people now seem to prefer the subtle taste of vodka, while whisky distillers are failing to entice new drinkers.

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"Overall, UK residents spend more on spirits than almost anywhere else in Europe. Britons spent £9.6 billion on hard liquor in 2005, with the average UK resident polishing off 152 shots each at a total cost of £160 a person, and vodka sales are leading the charge. "Extensive advertising campaigns have done a lot to build interest in a variety of vodka drinks – both unflavoured and flavoured," said Datamonitor analyst Lee Schneider.

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