Older people are more likely to order it when they go out (63% said they would) than those under 35 (58%).
More than 81% of the 1091 respondents associate whisky with older or middle-aged drinkers, while only 5% link it with young people.
The figures represent a major challenge to sway the popular perceptions of the whisky category in young people's eyes.
But it also represents a massive potential market for brands such as The Glenlivet, which is planning a global relaunch to extend the brand's appeal to a younger generation of drinkers (Marketing, January 16).
Owner Chivas Brothers has appointed Added Value, Landor, and Young & Rubicam to help it revamp the brand.
In fact, whisky brands will be encouraged by the statistic that many more young people do make the connection between whisky and younger drinkers (15%), than those aged over 35 (3%).
WHISKY DRINKING
Do you regularly drink whisky?
Yes 25% No 75%
If yes, how likely are you to order whisky at a pub or bar?
Likely 62% Unlikely 38%
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