VODKA – Brand Champions 2012

18th July, 2012 by SB Staff Writer

2012 VODKA BRAND CHAMPION: CIROC

French Vodka brand Cîroc, owned by Diageo, broke the 1m-case barrier last year with a huge 65% growth in volume.

The sale of 1.5m cases in 2011 has helped Cîroc to become the second largest ultra-premium vodka in the US, still well behind Bacardi’s Grey Goose, which sold 3.8m cases.

While the majority of sales for the brand are from the US, Cîroc is now sold in over 70 markets and has seen increased momentum in Brazil and global travel retail in particular.

Late last year, Diageo invested heavily in the Luck Be a Lady ad campaign, featuring rap star Sean “Diddy” Combs, making December the brand’s most successful month ever in the US.

The big three players in the global market remain the same: Smirnoff (24.7m cases), Absolut (11.2m) and Grey Goose take the top spots, while Skyy, Stolichnaya and Finlandia all registered solid sales growth.

Beyond the global rankings, the regional and domestic listings were headed by two brands – Nemiroff and Zelenaya Marka – which posted double-digit sales falls during 2011.

But a few smaller brands have taken up the baton and seen a dramatic growth spurt over the year, in particular Belvedere’s Krupnik (up 137%), and Pinnacle (+93%), the former White Rock brand acquired by Beam in April this year.

Synergy’s Belenkaya, topping 7m cases, had an especially impressive year to close in on Nemiroff, Bulbash from Belarus has doubled sales since 2009, and the stellar performance of Gzhelka helped brand owner White Gold Co to exceed 2.5m cases in company sales over the 12 months. Finally, Poliakov joined the list for the first time after another fine year.

Global Brands

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
SMIRNOFF DIAGEO 23.0 24.3 25.7 24.4 24.4 24.7 +1%
ABSOLUT PERNOD RICARD 9.8 10.7 10.7 10.0 10.9 11.2 +3%
GREY GOOSE BACARDI 3.0 3.6 3.6 3.5 3.7 3.8 +3%
SKYY GRUPPO CAMPARI 2.7 2.9 3.2 3.3 3.4 3.5 +3%
STOLICHNAYA SPI 3.1 3.3 3.2 3.0 3.1 3.3 +7%
FINLANDIA BROWN-FORMAN 2.3 2.8 3.0 3.0 3.0 3.1 +5%
SOBIESKI BELVEDERE 2.1 2.5 2.8 3.0 3.1 2.8 +5%
RUSSIAN STANDARD ROUST 1.4 1.9 2.1 2.2 2.5 2.5 0%
ERISTOFF BACARDI 1.5 1.7 1.8 1.9 2.3 2.4 +4%
CIROC DIAGEO N/A N/A N/A 0.4 0.9 1.5 +65%
WYBOROWA PERNOD RICARD 1.2 1.8 2.3 2.1 1.8 1.5 -17%

Source: ICD Research/The Spirits Business/m cases

Regional / Domestic Brands

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
ZELENAYA MARKA CEDC 7.3 8.1 12.0 11.3 10.9 9.3 -14%
NEMIROFF NEMIROFF N/A N/A 8.6 8.2 9.2 8.0 -13%
ZOLODKOWA DE LUXE* STOCK SPIRITS N/A 0.1 1.9 5.4 6.4 4.6 -28%
BELENKAYA SYNERGY N/A N/A 2.3 2.8 4.9 7.1 +44%
KRUPNIK BELVEDERE N/A N/A N/A N/A 1.9 4.5 +137%
SVEDKA COSTELLATION 1.0 1.6 2.1 2.9 3.4 3.7 +9%
PINNACLE BEAM 0.2 0.2 0.6 1.0 1.4 2.7 +93%
ZUBROWKA BIALA CEDC N/A N/A N/A N/A N/A 2.5 N/A
MAGIC MOMENTS RADICO KHAITAN 0.3 0.6 0.9 1.2 1.8 2.2 +18%
ABSOLWENT CEDC 4.0 4.1 4.2 3.9 2.8 2.2 -21%
GLEN’S GLEN CATRINE 1.7 1.7 1.8 1.9 2.1 2.1 0%
MCCORMICK MCCORMICK 2.0 1.8 1.9 2.1 2.1 2.0 -3%
ZHURAVLI CEDC N/A N/A 2.5 2.4 2.2 2.0 -9%
PARLIAMENT CEDC N/A N/A 2.9 2.6 2.4 2.0 -17%
YAMSKAYA CEDC N/A N/A 2.2 2.4 2.6 2.0 -23%
KETEL ONE DIAGEO 1.9 1.9 1.7 1.8 1.9 1.9 +1%
1906 STOCK SPIRITS N/A 0.7 0.8 1.4 1.7 1.7 0%
WHITE MISCHIEF UNITED SPIRITS 1.1 1.3 1.6 1.9 1.9 1.7 -9%
ROMANOW UNITED SPIRITS N/A 1.0 1.2 1.2 1.6 1.6 +3%
MYAGKOV SYNERGY N/A N/A 1.2 1.4 1.6 1.6 +1%
BULBASH DIONIS N/A N/A N/A 0.7 1.1 1.4 +28%
THREE OLIVES PROXIMO SPIRITS 0.6 0.9 1.1 1.3 1.3 1.4 +6%
ZOLADKOWA GORZKA STOCK SPIRITS N/A 1.4 1.7 1.8 1.8 1.4 -22%
GORDON’S DIAGEO 1.4 1.3 1.3 1.3 1.3 1.2 -8%
GZHELKA WHITE GOLD CO N/A N/A N/A 0.3 0.7 1.3 +72%
GORBATSHOW HENKELL 1.2 1.4 1.3 1.3 1.4 1.2 -12%
ORLOFF PERNOD RICARD N/A N/A N/A N/A 1.0 1.1 +6%
BOLS CEDC 1.5 1.7 1.8 1.9 1.6 1.1 -31%
SOPLICA CEDC 1.1 1.3 1.5 1.4 1.3 1.1 -20%
GOSUDAREV ZAKAZ SYNERGY N/A N/A 1.6 1.3 1.2 <1.1 -9%
POLIAKOV LA MARTINIQUAISE 0.3 0.4 0.6 0.7 0.9 1.0 +22%
LUKSUSOWA PERNOD RICARD 1.2 1.5 1.8 0.9 1.1 1.0 -11%
STAROGARDZKA BELVEDERE 2.7 2.9 3.0 2.0 1.1 1.0 -3%
ZUBROWKA CEDC N/A 1.0 1.0 1.0 1.2 1.0 -13%
ZUBR STOCK SPIRITS N/A 0.4 0.5 0.8 0.9 1.0 +11%
KAMCHATKA BEAM N/A N/A N/A N/A 1.1 1.0 -3%

* Previously known as CZYSTA DE LUXE

Source: ICD Research/The Spirits Business/m cases

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