Vodka is increasing in popularity in Britain and is close to overtaking whisky consumption, according to the latest report by Datamonitor.

The report found that on average each Briton consumers a litre of vodka every 12 months, which is just short of the 1.2 litres of Scotch whisky drunk per person each year.

The reason for vodka’s increasing appeal is considered to be its mixability as many consumers, particularly women, are making the transition from alcopop drinks.