Brand Champions 2012

A number of spirits brands have defied economic gloom to post record sales figures in 2011 but only the select few can attain the coveted status of Brand Champion.

On the following few pages you’ll find listed the world’s largest selling spirits by volume across the gin, vodka, rum, Tequila, Scotch, world whiskies, Cognac, liqueurs and speciality spirits categories. Those listed sell more than 1million cases per year and as such are amongst The Spirit Business’ Brand Champions 2012.

Those brands deemed an overall Champion within their category aren’t necessarily the biggest or fastest-growing, but are the ones we believe have outdone themselves in 2011.

You can click through the categories using the guide at the bottom of each page.

SUPREME BRAND CHAMPION 2012:  GLENFIDDICH SINGLE MALT SCOTCH WHISKY

Straight in at number one is a brand which has only just broken through the magical 1m-case barrier – but that’s quite a milestone for a single malt that has dominated its category for as long as most of us can remember.

This recognition of the exemplary brand-building job done by William Grant & Sons is both an endorsement of Glenfiddich’s continuing appeal across a range of markets, and also proof positive that the single malt segment has well and truly emerged from the shadow cast by blended Scotch.

RUNNER-UP: PATRON TEQUILA

The continuing success of Patrón Tequila provides a masterclass in how to create and maintain a luxury spirits brand in the 21st century.

Not so very long ago, nobody would have believed it was possible that you could sell practically 2m cases of a Tequila whose entry level stands above US$50. The US market remains Patrón’s heartland, but the company is making huge efforts to expand its franchise around the world.