United Kingdom 
United States 
Deutschland 
France 
España 
Italia 
International 
Key findings:
- Pimm's records the biggest seasonal increase in Consideration, rising 5.6 percentage points compared with winter months.
- Aperol also sees a notable summer uplift, with Consideration increasing by 3.1 points versus winter.
Purchase consideration for alcoholic beverage brands varies by season. Using YouGov BrandIndex data from 27 April to 26 July 2026 and comparing it with 1 December 2025 to 1 March 2026, this analysis examines which alcoholic beverage brands see the largest increase in Consideration during the summer months.
Pimm's and Aperol see the biggest seasonal uplift
Pimm's records the largest seasonal increase in Consideration of any alcoholic beverage brand measured. Its score rises from 6.7% in winter to 12.3% in summer, an increase of 5.6 percentage points.
Aperol records the second-largest increase, climbing from 6.9% to 9.9% (+3.1 points), reflecting stronger consideration during the summer months.
Smirnoff also records a notable increase, rising from 12.8% in winter to 14.0% in summer (+1.2 points).
Several other brands also see higher purchase consideration in summer, although the increases are smaller.
WKD (+0.7 points) and Hooch (+0.6 points) record the next largest gains, while Grey Goose, Campari and Malibu each increase by 0.3 points. Jameson Ginger and Lime (+0.2 points) and Archers (+0.1 points) also see modest improvements compared with winter.
The results suggest that while several brands maintain strong consideration throughout the year, a smaller group of drinks associated with summer occasions experience the largest seasonal lift in consumer consideration.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Consideration is based on responses to the question: “When you are in the market next to make a purchase, from which of the following would you consider purchasing?” The analysis compares brands’ average Consideration scores between 1 December 2025and 1 March 2026, with their average scores between 27 April and 26 July 2026 among UK adults.
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