Scotch Whisky Brand Champion 2016

17th June, 2016 by admin

Scotch Whisky Brand Champion 2016: Ballantine’s

Ballantine's has recent defied category softness

Ballantine’s has recently defied category softness

Signs of recovery are beginning to surface for the Scotch whisky industry. Though the sector suffered export losses for a third consecutive year in 2015, the Scotch Whisky Association (SWA) confirmed export declines slowed to -2.4% to £3.86 billion in value terms and -2.4% to 1.16bn bottles in volume terms – a drastic improvement on the -7% drop the previous year.

Shipments of single malt Scotch rose from £914m in 2014 to £916.4m in 2015, meaning the category now accounts for 25% of Scotch export values – up from 18% five years ago. As the majority stakeholder for Scotch (representing 72% of all sales), the SWA described blended Scotch as a “trailblazer” for the sector, despite recent declines of -1.7% by volume and -3% by value.

Bucking the trend though was this year’s Scotch Whisky Brand Champion – a blended Scotch whisky brand that has beaten its single malt counterparts to the coveted title. As the only truly global blended Scotch whisky brand to have shown signs of growth in 2015, this year’s accolade goes to Ballantine’s. Growing 1.14% in 2015, Ballantine’s has now returned to pre-2011 volume figures against the odds of China’s anti-corruption campaign, political unrest in Russia and Eastern Europe and volatile currency exchange rates.

Katerina Symiakaki, global marketing manager, Ballantine’s at Pernod Ricard, attributes the brand’s success to a “particularly dynamic” South African market, India and Brazil, and perhaps rather surprisingly, Russia and Poland.

“Despite a short term decline in Scotch whisky exports, the long term conditions for Scotch growth remain positive,” added Symiakaki.

“The growth of middle classes around the world and the movement from domestic to imported spirits allows Scotch to take a leading position in capitalising on these transitions due to the category’s increasingly dynamic and aspirational image.

“In addition, premium whisky is a key consumer entry point to international spirits in emerging markets and is forecast to grow significantly over the next three years, and Ballantine’s is committed to outperforming the category as a whole.”

Scroll to the bottom of the page to see the rest of our Brand Champions 2016

BRAND OWNER 2011 2012 2013 2014 2015 % +/-
Johnnie Walker Diageo 18.0 19.7 20.1 17.9 17.6 -1.68%
Ballantine’s Pernod Ricard 6.47 5.81 6.01 6.13 6.20 1.14%
Chivas Regal Pernod Ricard 4.89 4.83 4.68 4.59 4.40 -4.14%
Grant’s Willliam Grant & Sons 4.97 4.46 4.71 4.37 4.35 -0.46%
J&B Diageo 4.8 4.2 4.0 3.7 3.50 -5.41%
William Lawson’s Bacardi 2.3 2.6 2.8 3.1 3.11 0.32%
William Peel Belvédère 2.9 2.5 2.65 2.75 2.90 5.45%
Dewar’s Bacardi 3.2 3.0 3.0 2.7 2.68 -0.74%
Label 5 La Martiniquaise 2.5 2.51 2.51 2.58 2.58 0%
Bell’s Diageo 2.5 2.5 2.5 2.5 2.2 -12.00%
Teacher’s Highland Cream Beam Suntory 2.1 2.1 2.02 1.99 1.62 -18.59%
Clan Campbell Pernod Ricard 1.96 1.31 1.66 1.65 1.60 -3.03%
Passport Pernod Ricard 1.09 1.20 1.43 1.63 1.90 16.56%
Buchanan’s Diageo 1.6 1.9 1.9 1.6 1.40 -12.50%
Sir Edward’s Bardinet 1.35 1.38 1.43 1.54 1.54 0%
100 Pipers Pernod Ricard 1.7 1.58 1.32 1.38 1.50 8.70%
Glenfiddich Willliam Grant & Sons 1.02 1.03 1.05 1.05 1.11 5.24%
The Glenlivet Pernod Ricard 0.7 0.9 0.97 1.04 1.06 2.02%
The Glenlivet Pernod Ricard 0.7 0.9 0.97 1.04 1.06 2.02%
White Horse Diageo 1.50 1.70 1.50 -11.76%
Black & White Diageo 1.20 1.30 1.40 7.69%
Vat 69 Diageo 1.20 1.20 1.30 8.33%
Old Parr Diageo 1.70 1.20 1.00 -16.67%


2 Responses to “Scotch Whisky Brand Champion 2016”

  1. Alex Whang says:

    What happened to Famous Grouse ??? and there are two listings of Glenlivet. Typo???

    • Amy Hopkins says:

      Hi Alex,

      Thanks for pointing out the double Glenlivet, that’s being amended by our web team. Famous Grouse has not been included as Edrington declined to disclose any volume sales figures.

      Best wishes,


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