Regional Spirits Brand Champion 2017: Pitú

Pitú: One of the world’s best-­selling regional speciality spirits brands

The regional speciality spirits category spans diverse geographies and spirit­ types, and includes the world’s largest spirit brand – Jinro.

The Korean soju’s volume sales sat steady at +0.66% in 2016, hitting 71.9m cases. A large number of other regional speciality brands reported stagnant or declining volumes – a sign of turbulent market conditions throughout Asia and Latin America, as well as the lure of international spirit brands for emerging middle­class consumers, which has resulted in a transference of market share.

Within the regional specialities category, Aguardiente Antioqueño saw the fastest growth in 2017, while Mistral pisco recorded solid gains. However, another spirit brand has taken the Regional Speciality Spirits Brand Champion 2017 title – Brazilian cachaça Pitú.

Pitú is one of the world’s best-­selling regional speciality spirits brands, and sustained impressive sales in its domestic market last year despite the far­reaching effects of an economic recession.

“[W]e have been hit by the economic crisis, but we were able to overcome difficulties and reach a significant growth thanks to our good distribution,” said Vitoria Cavalcanti, director of external affairs for Pitú.

According to Cavalcanti, “2016 was a very important year for Pitú in the international market”, where volumes rose by 13%, bolstered by good growth in the US, Mexico and Germany, and a return to the Chinese and Indian markets.

Sticking with cachaça, it should be noted that Cachaça 51 parent Companhia Müller de Bebidas declined to disclose case sales this year.

See the adjacent column to discover the spirits that sold more than 1m cases last year, as well as The Brand Champions 2017 of each individual category.

Regional speciality spirits (Figures: million 9l case sales)