Over one third of consumers opted for watermelon as their top summer flavour, passing previous and more traditional favourites, strawberry and raspberry.
And gin has been crowned Britain's top spirit, with 70% of Gen Zers opting for flavoured gins over more traditional alternatives.
The study comes as Paragon Brands extends its G’vine gin liqueur range with the launch of new product, June Watermelon.
Watermelon scored well, with over a third of Brits (37%) selecting it as their favourite summer fruit flavour for an alcoholic beverage.
According to the research of 2,000 Brits, drinkers are attracted to watermelon’s light and fruity taste (78%), its sweet flavour (46%), and its vibrant colour (35%).
Whether it’s flavoured or not, we are nation of gin drinkers, according to the study. Gin toppled vodka (17%) and whisky (17%) to be named the UK’s favourite spirit by one in four people (25%).
As learned by the experts, the traditional stereotype of gin drinkers is evolving in line with the spirit’s booming popularity, with older female consumers no longer leading the pack.
This year, over 2024, eight in ten Brits (82%) declare themselves as gin drinkers, but it’s the younger generation driving the surge in fruity flavours, with seven in ten (69%) Gen Zers stating fruity gin tastes better than 'ordinary' 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.
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. Which sounds very interesting.
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 this consumer trend, Paragon Brands have launched their latest gin liqueur, Watermelon June by the G’Vine collection, -a new and inventive addition to the flourishing flavoured gin market.
Distilled, infused and crafted in France, June is the perfect signature creation for G’Vine, the world’s only premium gin made from grapes and vine flowers.
Made using only 100% natural flavours, the gin’s use of natural watermelon aroma creates a flavour that's refreshing yet rich, while delicate notes of fresh citrus fruit bring those sipping it directly into the midst of summer. A thirst-quenching and refreshing spirit, it offers notes of tangy watermelon 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.
Chris Jones, MD of Paragon Brands UK distributor for G’Vine in the UK, said: “The appetite for fruity gin is very much in full flow, especially among younger people, with the data confirming watermelon will be the ultimate taste of this summer.
“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."
June by G’Vine Watermelon is available in the UK in 70cl bottles, distilled at 37.5%. RRP: £33.99.
To purchase June by G’Vine Watermelon visit https://www.paragonbrands.co.uk/shop/p/june-watermelon-flavoured-gin-37-5-70cl-x-6