Popular vodka is putting Scotch on the rocks

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The versatile cocktail base is now outselling traditional blended whiskies, according to figures revealed in the trade journal Off Licence News.

The figures refer to sales in shops, supermarkets and offlicences where whisky had been the top selling drop of hard liquor for generations.

Vodka, such as the popular Absolut brand, has overtaken Scotch to become Britons' favourite spirit

Vodka - fashionable and popular with younger customers - has long been the bestselling spirit in pubs.

In the off licence trade, where tastes are more traditional, whisky was top seller.

But premium vodka brands and strong marketing have won over drinkers as whisky struggled to find new customers.

In the 12 months to April this year, sales of blended Scotch whisky - rather than the more specialised single malts - were up by just one per cent to £742million.

In the same period, off licence vodka sales were up by 11 per cent to £747million.

'While Scotch has lots of heritage, which has propelled sales overseas, at home it's had a tough time appealing to a younger audience,' said Off Licence News editor Rosie Davenport.