White spirits and in particular, vodka, have been on the increase since 1999. Much of the growth has been inspired by younger adults, who are either supplementing or bypassing altogether, beer and wine, in preference for white spirits. Vodka is currently the largest and most versatile spirit available in the marketplace, and represents a sizeable chunk of all spirits sales. This briefing looks at the markets for gin and vodka by brand, owner and region. Each section gives total sales figures from 2000-2004, highlights brand positions, recent events and developments. Advertising campaigns and marketing strategies are outlined and input is given from top company executives.