Vodka Brand Champions 2015

15th June, 2015 by admin

VODKA BRAND CHAMPION 2015: ZUBROWKA

Zubrowka-Vodka-Brand-Champion-2015

Zubrowka has been named our Vodka Brand Champion for a second year running

Many of our Brand Champions felt the harsh effects of Russian president Vladamir Putin’s minimum unit pricing regime, while Stock Spirits’ Zoladkowa Crysta de Luxe and 1906 in particular bore the brunt of Poland’s introduction of a 15% tax hike in January 2014, both of which delivered double-digit declines.

For international brands on the other hand, the landscape isn’t as bleak as some brown spirits backers may make out. The majority of international brands, particularly the premium and super-premium set, delivered at least very solid single-digit growth figures, among them Svedka (5%) and Grey Goose (3%). Credit must be given to Diageo’s Cîroc for leaping forward with an 18% increase in sales, which the brand attributes largely to the success of its new pineapple flavour, launched in the US in late 2014. Its sister brand and category leader, Smirnoff, didn’t fare as well, with the brand posting 2% decline.

But the ultimate kudos of winning a Brand Champion award goes to Zubrowka, for the second year running. Since being acquired by Roust (formerly known as Russian Standard) in 2013, the brand has positively thrived under its new parent company’s global distribution network, delivering a striking 18% growth last year. But it’s been Zubrowka’s bison grass USP, contemporary branding and premium positioning that, combined, have aided the traditional Polish brand in appealing to an international audience. Over the last five years, Zubrowka has added almost four million cases to its annual sales and risen to the position of fourth largest vodka brand in the world.

Scroll to the bottom of the page to see the rest of our Brand Champions 2015.

Vodka
BRAND OWNER 2010 2011 2012 2013 2014 % +/-
Smirnoff Diageo 24.8 24.7 26.3 26.1 25.6 -2%
Absolut Pernod Ricard 10.9 11.2 11.4 11.4 11.1 -3%
Pyat Ozer Alcohol Siberia Group 6.3 6.7 7.0 6.3 5.5 -14%
Zubrowka Roust (formerly Russian Standard) 1.2 3.5 3.9 4.4 5.2 18%
Belenkaya Synergy 4.9 7.1 7.3 6.1 4.7 -22%
Green Mark Roust (formerly Russian Standard) 10.9 9.3 6.9 5.8 4.2 -27%
Svedka Constellation Brands 3.4 3.6 3.9 3.9 4.1 5%
Grey Goose Bacardi 3.7 3.8 3.8 3.9 4.0 3%
Minsk Kristall Minsk Kristall 4.8 4.9 5.8 5.0 4.0 -20%
Skyy Gruppo Campari 3.4 3.5 3.7 3.8 3.9 1%
Zoladkowa Czysta De Luxe Stock Spirits Group 6.4 4.5 4.3 4.9 3.8 -22%
Krupnik Belvédère 1.9 4.5 5.1 5.0 3.5 -30%
Stolichnaya SPI 3.1 3.3 3.4 3.3 3.4 3%
Magic Moment Radico Khaitan 1.8 2.2 2.5 2.9 3.2 10%
Finlandia Brown-Forman 3.0 3.1 3.2 3.5 3.2 -8%
Russian Standard Roust (formerly Russian Standard) 2.5 2.6 2.9 3.0 3.1 3%
Talka Roust (formerly Russian Standard) n/a 0.6 2.6 2.8 2.8 0%
Burnett’s Heaven Hill 1.5 1.9 2.0 2.4 2.6 11%
Cîroc Diageo 0.9 1.5 2.2 2.2 2.6 18%
Pinnacle Beam Suntory 1.4 2.7 2.7 2.8 2.6 -10%
Ketel One Diageo 2.0 2.2 2.4 2.4 2.4 0%
Sobieski Belvédère 3.1 2.8 2.3 2.2 2.0 -9%
Soplica Roust (formerly Russian Standard) 1.3 1.0 1.4 2.0 2.0 0%
Eristoff Bacardi 2.3 2.4 2.2 2.0 1.9 -5%
Bulbash Bulbash 1.1 1.4 1.7 1.5 1.7 13%
Gosudarev Zakaz Synergy 1.2 1.1 1.3 1.6 1.7 4%
Gorbatschow Henkell 1.4 1.2 1.2 1.2 1.4 17%
Wyborowa Pernod Ricard 1.8 1.5 1.6 1.9 1.4 -26%
Poliakov La Martiniquaise 0.9 1.0 1.2 1.2 1.3 11%
Zytniowka Roust (formerly Russian Standard) 0.4 0.4 0.7 0.8 1.3 58%
1906 Stock Spirits Group 1.7 1.6 1.5 1.6 1.1 -28%
Myagkov Synergy 1.6 1.6 1.5 1.2 1.1 -8%
Romanov United Spirits 1.5 1.5 1.4 1.3 1.0 -19%
Aristocrat Heaven Hill 1.0 1.0 1.0 1.0 1.0 -2%
Prestige Stock Spirits Group 0.9 0.8 0.8 1.1 1.0 -8%
White Mischief United Spirits 1.8 1.7 1.5 1.3 1.0 -21%

 

2 Responses to “Vodka Brand Champions 2015”

  1. Hi there,

    I’m writing my dissertation on the premium spirits category, with a focus on vodka brands and I just wanted to know where these particular figures came from (in relation to the ‘Brand Champions’ article), as in the past you have listed your source.

    I’m an avid reader of The Spirits Business and would love to include some of these facts and reference TSB in my paper.

    Thank you in advance.

    Kind Regards,

    Frederick

    • Amy Hopkins says:

      Hello Frederick,

      Thank you very much for your message. We collate our Brand Champions data in-house by getting in touch directly with spirits brands that sell more than one million nine-litre cases annually. You would be welcome to use the figures, but please do credit The Spirits Business magazine. New Brand Champions data will be published in June this year.

      Thanks,

      Amy

Leave a Reply

If that's interesting, how about these?

WSTA responds to May's 'hard Brexit' speech

The Wine and Spirit Trade Association (WSTA) has reiterated its wish for more...

Farrar to leave Edrington amid executive shuffle

Bill Farrar, managing director super-premium, is to leave Edrington in June more...

Midleton Distillery gets €10.5m expansion

Irish Distillers is embarking on a €10.5 million (US$11.2m) expansion of its more...

The week in pictures

This week Bunga Bunga Covent Garden threw a star-studded bash, fashion design more...

Experts predict top spirits trends in 2017

If you're curious about what the coming year has in store for the global more...

Patrón TR chief: 'every brand is a competitor'

John Kilmartin, travel retail chief at Patrón Spirits International, talks more...

Black Cow vodka opens distillery to public

Black Cow Pure Milk Vodka, the world's “first” vodka made entirely from more...

Diageo 'may raise stake' in United Spirits

Diageo has declined to comment on reports that it is considering increasing its more...

Rémy Cointreau unveils corporate makeover

Bruichladdich Scotch and Rémy Martin Cognac owner Rémy Cointreau has unveiled more...

Stock Spirits Polish arm buoys FY results

Stock Spirits has said its key Polish business performed well last year, more...

Shareholder condemns 'disdainful' Stock Spirits

Western Gate Private Investments has criticised Stock Spirits for what it calls more...

Former Stoli exec Cullins joins Perfect Brands

Rob Cullins, former Stoli Group CEO, has been named global spirits director at more...

Żubrówka maker’s bankruptcy plans approved

A New York judge has approved Roust’s application for bankruptcy in the US as more...

Heaven Hill's Parker Beam dies

Heaven Hill master distiller emeritus Parker Beam has died at the age of 75 more...

Four Roses distilling head named KDA chairman

The Kentucky Distillers’ Association has named Ryan Ashley, chief operating more...

US state senator calls for Russian booze ban

A lawmaker in the US state of New Hampshire has proposed a ban on Russian more...

Bacardi to distribute Ron Santa Teresa rum

Venezuelan rum company Ron Santa Teresa has signed an exclusive international more...

D1 London gin and vodka to enter Chinese market

D1 London Spirits is set to launch its London Gin and Potato Vodka in China, in more...

William Grant appoints brand ambassadors

William Grant & Sons has appointed Alwynne Gwilt and Fabiano Latham as UK brand more...

Sidney Frank sells American Harvest Vodka

US spirits firm The Beach Whiskey Company has acquired the American Harvest more...