Whisky’s days as the UK’s favourite spirit are numbered, according to a new report from independent market analyst Datamonitor. Vodka is closing the gap on whisky with predicted sales of £3.8 billion by 2010.

Extensive advertising campaigns have helped to build interest in a variety of vodka drinks, both unflavoured and flavoured.“Young adults in particular seem to enjoy the more subtle taste of vodka, and has become a big part of many people’s drinking habits for a good night out, comments Lee Schneider, analyst at Datamonitor and author of the report.

The popularity of vodka has accelerated at an intoxicating pace, and is now on the verge of replacing whisky as Britain’s favourite spirit. Vodka has the second largest consumption per category within the UK with over one litre per capita, and expenditure of £52 per head. And this trend is only going to get bigger, according to the report.

Scotch whisky dominates the spirits market with almost 70% of total sales but sales will remain stagnant.“Manufacturers have been unable to entice the average British drinker to increase their consumption of whisky and there is not much potential for growth, comments Schneider.“Whisky is customarily drunk neat or on the rocks by the more traditional consumers, while younger drinkers tend to consume it with a mixer. The range of mixers that work well with whisky is limited so its consumption has not really benefited from increased drinks innovations and combinations.

The UK spirits market is one of the biggest in Europe. It was worth £9.6 billion in 2005, and the average Brit drank 3.8 litres of spirits and spent almost £160 per head. Like the rest of Europe, consumption is stagnating and sales are showing very gentle growth, at just 2.3% annually. The market is expected to grow at the same rate in the next four years, and it is forecast to reach £10.7 bn in 2010.