The Durham Journal of Gin Studies, No.1
We recently helped Masters student Nora
lph with her dissertation which looked at Gin flavours and ways established brands could compete with new craft brands through developing . Nora's research found a lot of people in their 20s enjoyed Gin, and that Tonic was still the preferred mixer, although bitter lemon and apple juice were also popular. Cola was the least popular mixer.
There was a strong preference for specific brands, including premium brands over generic low price Gins.
As you can see the research was intensive!