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

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