Shotgun Showdown: The Brands Game Shots Love Most

When it comes to game shooting in the UK, few topics spark more debate than which shotgun brand reigns supreme. Using the latest data from the Game Shooting Census, proudly sponsored by Lycetts, we've compiled results which reveal some fascinating trends in gun culture, tradition, and aspiration.

Most Popular Shotgun Brands for Game Shooting

It’s no surprise that Beretta dominates as the most commonly used shotgun across the UK, with 37% of shooters choosing it as their primary gun. With its blend of affordability, durability, and performance, it has cemented itself as the go-to choice for game shooters. Whether you’re shooting driven pheasants in Yorkshire or partridge in the South Downs, Beretta remains the workhorse of the field.

Top 15 Most Used Shotguns in the UK

1. Beretta (37%) – The undisputed leader, trusted for its versatility and reliability.
2. Browning (22%) – A close second, particularly popular in the Midlands and Northern Ireland.
3. AYA (12%) – The traditionalist’s choice, especially loved in Wales and North England.
4. Miroku (9%) – A favourite in Scotland, valued for its craftsmanship and affordability.
5. Caesar Guerini (7%) – A premium Italian brand with a growing following in South England.
6. Winchester (5%) – A reliable choice for those who appreciate classic American craftsmanship.
7. Rizzini (4%) – Another Italian name making an impact among discerning shooters.
8. Holland & Holland (3%) – A luxury brand occasionally found in the field.
9. Purdey (2.5%) – A name synonymous with British shooting heritage.
10. Blaser (2%) – A high-performance brand gaining traction among experienced shooters.
11. Perazzi (1.8%) – Known for its competition pedigree, but some game shooters use it.
12. Longthorne (1.5%) – A rising British name, particularly admired for its innovation.
13. Merkel (1.2%) – A respected German name in the over-and-under market.
14. Zoli (1%) – A lesser-known Italian brand with a small but loyal UK following.
15. Benelli (0.8%) – Favoured by those who prefer semi-autos for game shooting.

Regional Insights: Where Do Preferences Differ?

While Beretta leads the way nationwide, second-place preferences vary significantly by region:

• Midlands – Shooters here favour Browning (26%) as their second choice, highlighting a preference for solid, practical shotguns.
• North England & Wales – AYA (19%) remains a firm favourite, reflecting the enduring appeal of traditional side-by-side guns.
• Scotland – Miroku (14%) stands out, suggesting a strong appreciation for well-built, affordable over-and-unders.
• South England – Caesar Guerini (11%) has made its mark, with shooters in the region showing interest in premium Italian craftsmanship.

The Shotguns Game Shots Aspire to Own

While Beretta is the gun that most shooters currently own, when money is no object, the conversation shifts. Unsurprisingly, British gunmakers James Purdey & Sons and Holland & Holland take centre stage in the aspirational category. These brands represent the pinnacle of gunmaking, with their bespoke craftsmanship, rich heritage, and price tags that might make your bank manager sweat.

Top 15 Most Desired Shotguns

1. James Purdey & Sons (29%) - The ultimate dream gun for most UK shots.
2. Holland & Holland (24%) – A close second, with a reputation for elegance and craftsmanship.
3. Beretta (14%) – Interestingly, still a top choice in Scotland and Northern Ireland, where shooters value reliability even in their dream gun.
4. Boss & Co. (8%) – A prestigious, high-end option for those seeking exclusivity.
5. Longthorne (6%) – A rising British brand, gaining a loyal following.
6. Perazzi (5%) – A competition-grade shotgun with appeal among luxury seekers.
7. Blaser (4%) – High-performance German engineering.
8. Caesar Guerini (3%) – A luxury Italian alternative.
9. Fabbri (2.5%) – Extremely rare and highly desirable.
10. Westley Richards (2.2%) – A classic British brand with deep roots.
11. Merkel (2%) – German excellence in shotgun craftsmanship.
12. Rizzini (1.8%) – Known for its stylish over-and-unders.
13. AYA (1.5%) – Still appreciated among traditionalists.
14. Winchester (1.2%) – A classic American dream gun.
15. Zoli (1%) – A specialist’s choice in fine Italian arms.

Aspirational Gun Trends by Region

• Midlands, North England, South England & Wales – Shooters here overwhelmingly dream of owning a Purdey (32%), highlighting the strong association between game shooting and traditional British craftsmanship.
• Scotland & Northern Ireland – Unlike the rest of the UK, shooters here still aspire to Beretta (21%), valuing its reliability and performance over prestige.

Salaries & Gun Preferences

• Those earning under £40,000 are most likely to own a Beretta or Browning, prioritising affordability and reliability.
• Shooters earning £40,000 - £80,000 show a mix, with an increasing interest in AYA, Caesar Guerini, and Miroku.
• Those earning over £80,000 are more likely to aspire to Purdey, Holland & Holland, or Boss & Co., reinforcing the luxury appeal of these brands.

What These Trends Tell Us About UK Game Shooting Culture

1. Beretta is the shooter’s workhorse – No matter where you go, this Italian brand is king in the field.
2. Traditionalists hold strong in the North & Wales – AYA’s continued popularity shows that many still prefer the elegance of tradition.
3. Practicality vs. Prestige – In Scotland and Northern Ireland, shooters prioritise function over status, whereas in the Midlands and South, the dream is a bespoke Purdey.
4. Premium Italian brands are creeping in – Caesar Guerini’s growing presence in the South hints at a market shift towards luxury over-and-unders.

What’s the topography saying?

Rural and village-based shooters are more likely to opt for practical and reliable brands like Beretta and Browning, valuing their durability over prestige. On the other hand, town dwellers show a greater interest in stylish Italian brands like Caesar Guerini and Rizzini. Meanwhile, the few city-based shooters in the mix have some of the grandest aspirations, with a notable preference for bespoke, high-end brands like Boss & Co. and Purdey—perhaps as much for their artistry as their field performance.

Final Thoughts: The Everlasting Shotgun Debate

The data confirms that Beretta remains the UK’s favourite shotgun, but aspirations lean heavily towards Purdey and Holland & Holland for those dreaming big. However, the divide between practical shooters and prestige-seekers is more regional than ever. Whether you’re a Purdey devotee, an AYA traditionalist, or a Beretta workhorse, one thing is certain: the shotgun you carry says a lot about you.

This insight is made possible thanks to the Game Shooting Census, proudly sponsored by Lycetts. Their continued support helps us understand the ever-evolving landscape of game shooting in the UK.

So, which side of the shotgun showdown are you on? Let us know your thoughts!