Brand Champion
Liqueurs Brand Champions 2014
LIQUEUR BRAND CHAMPION 2014: LUBELSKA
Lubelska has been named our Liqueur Brand Champion for a third year runningIt’s a hat-trick for Polish brand Lubelska which almost trebled its growth rate from 10% in 2012 to 27% in 2013, making it Brand Champion for the third year running.
The Stock Spirits-owned flavoured liqueur brand, which now boasts nine flavours, is bucking the trend with huge regional growth in what is generally accepted as a rather sluggish category. The group attributes its success to “trend setting in flavour innovation, and developing a fun, contemporary range of flavours with particular appeal to younger adults and female drinkers who enjoy the brand in shots or cocktails”.
Other big name brands in the category such as Malibu and Southern Comfort declined, while Bailey’s remained stagnant
| LIQUEURS | |||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- |
|---|---|---|---|---|---|---|---|
| Baileys | Diageo | 6.7 | 6.6 | 6.8 | 6.5 | 6.5 | 0% |
| De Kuyper | De Kuyper / Beam Suntory | 4.4 | 4.3 | 4.2 | 4.0 | 3.7 | -8% |
| Malibu | Pernod Ricard | 3.2 | 3.4 | 3.6 | 3.7 | 3.6 | -2% |
| Lubelska | Stock Spirits | 0.6 | 1.5 | 2.0 | 2.2 | 2.8 | 27% |
| Southern Comfort | Brown-Forman | 2.2 | 2.1 | 1.9 | 1.9 | 1.8 | -5% |
| Kahlua | Pernod Ricard | 1.6 | 1.7 | 1.7 | 1.7 | 1.6 | -5% |
| Zoladkowa Gorzka | Stock Spirits Group | 1.8 | 1.8 | 1.4 | 1.3 | 1.5 | 15% |
| Amarula | Distell | 1.1 | 1.2 | 1.3 | 1.3 | 1.4 | 8% |
