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Brand Champion
GIN – Brand Champions 2012
2012 GIN BRAND CHAMPION: BOMBAY
The resurgence of gin as a cocktail staple over the past couple of years has helped improve sales across the category, with Bombay and Bombay Sapphire prime beneficiaries.
The Infused with Imagination campaign helped improve visibility the world over, and last year’s launch of Bombay Sapphire East, an expression infused with Thai lemongrass and Vietnamese black peppercorns, brought renewed interest to the brand.
While Gordon’s remained dominant with 4.3m cases sold in 2011, Bombay, Beefeater and Tanqueray all gained ground on the category leader. Meanwhile, both Larios and, especially, Carew’s Dry posted impressive figures on a local level.
Global Brands
| BRAND | OWNER | 2006 | 2007 | 2008 | 2009 | 2010 | 2011 | CH |
|---|---|---|---|---|---|---|---|---|
| GORDON’S | DIAGEO | 5.0 | 4.5 | 4.3 | 4.2 | 4.3 | 4.3 | 0% |
| BEEFEATER | PERNOD RICARD | 2.3 | 2.4 | 2.4 | 2.2 | 2.3 | 2.4 | +3% |
| BOMBAY | BACARDI | 2.1 | 2.0 | 2.0 | 2.0 | 2.2 | 2.3 | +5% |
| TANQUERAY | DIAGEO | 2.0 | 2.2 | 2.0 | 2.0 | 2.0 | 2.1 | +5% |
Source: ICD Research/The Spirits Business/m cases
Regional / Domestic Brands:
| BRAND | OWNER | 2006 | 2007 | 2008 | 2009 | 2010 | 2011 | CH |
|---|---|---|---|---|---|---|---|---|
| SEAGRAM’S | PERNOD RICARD | 3.4 | 3.4 | 3.4 | 3.0 | 2.9 | 2.8 | -5% |
| LARIOS | BEAM | 1.5 | 1.3 | 1.0 | 1.0 | 1.0 | 1.1 | +6% |
| CAREW’S DRY | UNITED SPIRITS | N/A | N/A | N/A | 0.7 | 0.8 | 1.1 | +38% |
| BLUE RIBAND | UNITED SPIRITS | N/A | N/A | N/A | 1.0 | 1.0 | 1.1 | -11% |
Source: ICD Research/The Spirits Business/m cases