My background- long past- was in Fine art and 'Critical/Philosphy of Art' so the following is by somewhat infuenced by my background in critical and cultural theory as oposed to clinical practice and research. But hopefully I may hit upon some themes that may prove of assistance in the project you are undertaking.

Regarding Vodka's seeming displacement of gin- the prevalent myth that Vodka leaves no tell tale signiture on the breath may play a role in this - also that Vodka is now cheaper than Gin in most - UK outlets- may play a part albeit some of the observations below may at first glance appear contradict this.

In addition- Vodka is reputed to have less hangover causing additives and bio-flavournoids than gin- hence it's reputation as the 'clean' spirit. Also it is- in itself relatively flavour neutral so mixers- usually containing sweeteners of one form or another are able to disguise the unpleasant 'taste' or spirit 'burn' more effectively than with other spirits- especially gin with it's distinctive juniper flavour and aroma.

Another factor could be the 'decline and fall of the British empire' and the cultural legacy of British imperialism. G & T was the drink of the colonial 'caste and masters' - even in present day Britian G & T is -culturaly- associated with the middle classes- the inheritors of the Imperialist cultural legacy who still speak the 'Queen's Englsh' with a 'plum in their mouths' and have or in later life are likely to aqquire a blue rinse in their hair.

By virtue of association this castes Gin and-Tonic as the drink of a cetain-older- age & class group and attempts at re-branding and re-styling the product have met with considerable market resistance and proved far less succesful than similar excercises purveying new models and forms of Vodka. Even Vodka which has very strong added flavours have aqquired catchet irrespective of flavour.

Vodka doesn't carry the cultural, class and imperial baggage that one could associate with Gin and re-branding has succesfully linked it with high profile role models of 'conspicuous consumption' - for example the high price Vodkas that contain 24ct Gold 'flakes'. Such variations on the Vodka theme may be prohibitively expensive but the drink retians an egalitarian image never the less. It's associated with 'meritocracy' as opposed to 'inheritocracy'.

If you an make it as a 'gang banger', hip hop artiste- dealer, theif, worker, etc- then you too can buy into the brand and lifestyle image- that it's a simulacrum of the 'reality ' marketed- matters not- image is all for lads and girls on the pull.

Crystal Champagne and high price,branded Vodka's are deemed the drinks of choice which maketh the consumer- the wo-man. The consumption of which-irrespective of the 'reality and poverty of daily life' signifies success, status and the simulacrum of wealth' even when the reality of wealth, social prestige and self empowerment is markedly absent. You can be as good as the rich man for the price of a bottle of branded vodka...

G&T is linked with class and snobbery- Queens English, intonation, Harrods not Harvey Nichols, the Tatler and Country Homes not Vogue and living it large in style, the proms not urban dance music, jungle, hard core hip hop, guns, drugs and knives.

Also- Vodka and cocaine consumption are often linked consumption of both is interelated and interactive. No one wants to be seen with a can a special brew in their hand- that's for 'alcies'- G& T is not even on the cultural register- but Vodka, Cocaine and Champagne- the three are deemed to go together. All are deemed 'clean' pharmakons and intoxicants- Vodka- in the UK doesn't carry the associations and baggage that it carries in Russian and ex Soviet/Warsaw Pact markets where it remains the staple cheap drink of the masses and carries a different kind of historical baggage.

So I suspect that -despite attempts at re-branding -ergo 'Bombay Gin', 'Plymouth Gin ', etc, it's distinctive juniper flavour as well as the cultural, mythological and class baggage that comes with the very enunciation of ' I''ll have large G&T my good man!' doom it to a has been status with Vodka winning out among the young as well as hard core booze hounds for it's reputed properties, cultural associations and plain good egalitarian so long as you can earn, beg, borrow, steal, the cash £$$$$$£££ to buy into and consume the image.

G&T is associated with age- Vodka has been re-branded with success- as a drink associated with high style , good living, youth. Certain other spirits- Tequila mescal, Absinthe, some up market brands of Brandy, & liquers carry or have succeeded in re-branding themselves but none so succesfully as Vodka.

There may also be a racial undercurrent- G&T was the drink of white imperialism - a remedy for Maleria as recieved wisdom has it- Vodka is not only 'classless' but also wins out by virtue of being 'raceless' or rather having no associations with British Imperialism or being the drink of the dominant white ruling class/ caste. Unlike Gin, Vodka is relatively egalitarian and raceless- it's current popularity - in part- deriving from its sponsorship, consumption and relationship with urban dance music and culture

I apologise for the lack of reference to an evidence base but then this is more related to a cultural reading, critique and my personal reflection's on this theme than to a researched evdidence base..

About the same time that Jessica Warner published her book, Patrick
Dillon published his on the gin craze.

Didn't SHAD review a book on Dutch gin in West Africa recently?

An aspect of the "global history" of gin that intrigues me is how
vodka has largely displaced gin in mixed drinks.

This book seems analogous to the innumerable commodities histories
that have been popular of late.