High spirits

By J.S. and G.D.

Who drinks most vodka, gin, whisky and rum?

ASIA'S growing middle classes are driving demand in the global spirits market. According to IWSR, a market-research firm, consumption last year grew by 1.6% to 27 billion litres—and China, the world’s biggest market, quaffed 38% of that. The national liquor, baijiu,accounts for a whopping 99.5% of all spirits consumed there, so China does not even feature in rankings of the best-known internationally consumed spirits, below. The most popular of these is vodka, mainly because it is drunk in copious amounts in Russia. Russians downed nearly 2 billion litres of the stuff in 2012, equivalent to 14 litres for every man, woman and child. (Unsurprisingly, perhaps, Russians are among the biggest drinkers in the world, according to the most recent World Health Organisation data.) The Filipinos' taste for gin can be attributed in part to good marketing and to the spirit's long-established toe-hold in the local market. Ginebra San Miguel, a firm that makes the world's two best-selling brands, started operations there in 1834.