Cocktails on the up but We're a Divided Nation

Jul 16, 2015, 06:01 ET from Diageo

LONDON, July 16, 2015 /PRNewswire/ -- shows Britain is a divided nation when it comes to cocktails this summer

Cocktails are bang on trend but our favourites depend on where we live, with northerners going for a cheeky Gin and Tonic (17%) and southerners preferring a Pimm's No1.® & Lemonade (20%).

You don't need to be related to Tom Cruise or have a chemistry degree to make mouthwatering cocktails at home. Over a third of us (34%) are getting stuck in and mixing up our own creations at home. Cocktail-drinking is also on the rise with a third (33%) of Brits drinking more mixed drinks than they did five years ago.

As part of its mission to shake up summer, has found that drinkers in London and Scotland favour the Mojito, the Welsh can't get enough of G&T and Midlanders are… well… split down the middle, equally favouring Pimm's & Lemonade and G&T.

Top Three cocktails per region:  

Northerners (25%) and Midlanders (32%) say they're inspired by holiday experiences when it comes to choosing drinks - but southerners (20%) are more likely to be influenced by recommedations from family and friends.

Summer get-togethers are no longer a run-of-the-mill occasions either, with more than half (59%) of those surveyed claiming that the holiday period is the perfect time for drinking cocktails, and 51% unveiling that cocktails are the perfect BBQ drink. As a nation we're shaking up our social occasions by hosting more of our own cocktail parties and Londoners are  leading the pack with nearly half (46%) planning to host or attend a cocktail party this summer. spokesperson, Sarah Browne, says: "People are no longer content with standard drink options; they're looking for new and exciting experiences. As part of our Shake It Up campaign we want to show people how easy it is to create these drinks at home and that they don't need to be an expert mixologist or have all of the equipment to make them!"

To help people shake-up their drinking habits and have a bit of fun with their drinks along the way, has created a selection of easy to follow inspirational cocktail videos and recipes.

Visit to see the Shake It Up videos, along with delicious cocktail recipes and top tips.

Shake It Up Tips:  

#1 No sugar syrup? Replace with 2 teaspoons of sugar or a squeeze of honey.

#2 Add your favourite fruit to personalise your cocktail.

#3 With a Mojito you can switch the soda water with ginger ale for extra zing.

#4 Chill your glasses in the freezer for a few minutes before making your cocktail.

As part of Shake It Up, is also giving cocktail heroes the chance to win the daddy of all cocktail trollies and barloads of home cocktail kits. Just take a snap of your cocktail. Then share it on Twitter, Facebook or Instagram using #letscocktail (T&Cs apply).

Notes to editors 

Survey results are based on a sample of 1007 people over 18 years old.

Enjoy drinks sensibly.

Visit for more information about your drinks.

Ask Dave, the DRINKiQ expert, by visiting

Pimm's No.1®  is a registered trademark

Pimm's was created in 1823 by James Pimm, a man who owned a London oyster bar and created a delicious liqueur infused with fruits and herbs to serve his customers...

About Diageo  

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness. Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

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