Gen Z driving fruity gin sales as watermelon named taste of summer 2024

Watermelon is set to be the taste of summer 2024, with over a third of Brits (37 per cent) selecting it as their favourite summer fruit flavour for an alcoholic beverage.

The nationwide survey, conducted by Paragon Brands, saw watermelon surpass traditional favourites, strawberry (35 per cent) and raspberry (26 per cent) to take top spot.

According to the research of 2000 Brits, drinkers are attracted to watermelon’s light and fruity taste (78 per cent), its sweet flavour (46 per cent), and its vibrant colour (35 per cent).

Whether it’s flavoured or not, the UK is a nation of gin drinkers, the study found. The spirit toppled vodka (17 per cent) and whisky (17 per cent) to be named the UK’s favourite spirit by one in four people (25 per cent).

As found by the experts, the traditional gin drinker stereotype is evolving in line with the spirit’s booming popularity, with older female consumers no longer leading the charge.

In 2024, more than eight in ten Brits (82 per cent) are gin drinkers, but it’s the younger generation who are driving the surge in fruity flavours, with seven in ten (69 per cent) Gen Zers stating that fruity gin tastes better than regular gin.

Contemporary fruity twists on traditional gin have produced a wave of popularity for the spirit in young adults, with gin makers increasingly producing innovative new fruity flavours.

Leading the charge on this consumer trend, Paragon Brands have launched their latest gin liqueur, Watermelon June by the G’Vine collection - an inventive addition to the flourishing flavoured gin market.

Distilled, infused and made in France, June is the perfect signature creation for G’Vine, the world’s only premium gin made from grapes and vine flowers.

Made from 100 per cent natural flavours, the gin’s use of natural watermelon aroma creates a flavour that is refreshing yet rich, while delicate notes of fresh citrus fruit will transport consumers to the height of summer. A thirst-quenching and refreshing spirit, it offers notes of tangy watermelon that is enhanced by the freshness of cucumber and melon.

The gin supports the overall ambition of the French distillery to produce exceptional creations in the premium spirits market.

“Our report shows a shift in consumer trends for UK gin drinkers, with the market continuing to evolve into exciting new directions,” said Chris Jones, Managing Director of Paragon Brands who distribute G’Vine in the UK.

“The appetite for fruity gin is very much in full flow, especially among young people, with the data confirming that watermelon is set to be the ultimate taste of summer 2024.

“That’s why we’re launching June Watermelon, marking the continuation of G’Vine’s quest for excellence in the world of premium gin, and Paragon’s passion and dedication to offer UK consumers unique and unusual spirits, quenching that thirst for adventure.

“Our June by G’Vine collection has continued to rise in popularity amongst those that enjoy a flavoured, luxury spirit, and we are certain that June Watermelon will be a new favourite both with our core customers and beyond.” June by G’Vine Watermelon is available in the UK in 70cl bottles, distilled at 37.5 per cent. RRP: £33.99.