SPECIALITIES – Brand Champions 2012

18th July, 2012 by SB Staff Writer

2012 SPECIALITIES BRAND CHAMPION: APEROL

For such a niche, speciality spirit with a long history spanning back to the early 20th century, Aperol has seen sales rapidly gain momentum over the past six years.

With 2.6m cases shipped to markets around the world, the distinctive orange bitters now accounts for 12% of owner Gruppo Campari’s total sales (up from 9% in 2010), making it the company’s largest brand by sales.

More than half of Aperol’s sales have been achieved outside Italy, with steady progress made in Germany and Austria in particular. The brand has also recently been launched widely across Europe, while Campari spies further growth opportunites elsewhere around the world.

At the top of the rankings, Jägermeister posted a steady 3% increase in volumes last year, matched by Fernet-Branca, another favourite of bars the world over.

Pernod Ricard’s anis twins, Ricard and Pastis 51, returned to growth with double-digit sales rises, and premium cachaça Velho Barreiro continued its steady progress, hitting 8.4m cases.

BITTERS

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
JAEGERMEISTER MAST-JAEGERMEISTER 5.7 6.1 6.4 6.4 6.6 6.8 +3%
FERNET-BRANCA FERNET BRANCA 2.9 3.1 3.3 3.2 3.3 3.4 +3%
CAMPARI GRUPPO CAMPARI 2.9 2.9 2.9 2.7 2.8 2.9 +3%
APEROL GRUPPO CAMPARI 1.0 1.2 1.3 1.7 2.0 2.6 +31%
AMARO RAMAZZ0TTI PERNOD RICARD 1.3 1.2 1.2 1.0 1.2 1.2 -1%

Source: ICD Research/The Spirits Business/m cases

ANIS

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
RICARD PERNOD RICARD 5.7 5.8 5.5 5.4 5.4 6.2 +15%
PASTIS 51 PERNOD RICARD 1.5 1.5 1.4 1.3 1.3 1.4 +13%

Source: ICD Research/The Spirits Business/m cases
CACHACA

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
PIRASSUNUNGA 51 COMPANIA MULLER DE BEBIDAS 22.6 21.5 22.0 19.5 19.5 18.6 -5%
VELHO BARREIRO TATUZINHO 7.1 7.2 7.4 7.7 8.0 8.4 +5

Source: ICD Research/The Spirits Business/m cases

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