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Believe it or not, Vodka has knocked Scotch off its perch to become Britain's favourite spirit for the first time.
The popular Russian drink has become the country's number 1 drop of hard liquor, with trendy tipples like Absolut and Smirnoff overtaking traditional-blended whiskies such as Bell's, Teacher's and Famous Grouse.
According to trade journal Off Licence News, vodka sales were up by 11 per cent to 747 million pounds in the year to April as compared to blended Scotch which rose by just one per cent to 742 million pounds.
In fact, the latest figures relate to sales in shops, supermarkets and off-licences, where whisky has remained the top-selling hard liquor for generations. Sales have also been boosted by the influx of people from Poland and East Europe.
"This is a landmark moment for one of our most treasured national drinks. With vodka sales growing at more than twice that rate, it will probably outsell all whiskies combined by the end of the year.
"While Scotch has lots of heritage which has propelled sales overseas, at home it has had a tough time appealing to a younger audience.
"Vodka has been growing at a faster rate, and is already bigger than any other spirit in pubs, but now it's also number one in supermarkets and off-licences," the British media quoted the journal's Editor, Rosie Davenport, as saying.
Gin is in third place followed by brandy, according to the sales figures.
However, a spokesman for Scottish Whisky Association has denied that the industry was losing ground in the UK or abroad. "2007 was a record year for Scotch whisky worldwide, including in vodka markets such as Poland and Russia, where Scotch grew by 54 and 132 per cent respectively."