WORLD WHISKIES – Brand Champions 2012

18th July, 2012 by SB Staff Writer

2012 WORLD WHISKIES BRAND CHAMPION: JAMESON

Jameson’s 2011 results are a demonstration of just how overwhelmingly popular Irish whiskey is in the US at the moment.

The Irish Distillers Pernod Ricard brand saw global volume increase by 19% to 3.8m cases, driven largely by sales in the US, which soared by 29%.

It is the 23rd consecutive year of growth for the brand, which is now achieving double-digit success in 40 markets.

But the fact that Jameson is the only Irish whiskey to shift 1m cases a year shows there is a long way to go for the category to catch its US rivals.

Brown-Forman’s Jack Daniel’s continued to lead the bourbon and US whiskey pack at 10.6m cases, followed by Jim Beam with 5.9m – but it was Maker’s Mark and Wild Turkey that secured double-digit growth.

The Indian whisky market continues to soak up huge volumes from a number of brands, with Officer’s Choice adding nearly 5m cases to snatch Bagpiper’s top spot, overtaking McDowell’s No 1 Reserve in the process.

Bagpiper owner United Spirits can find consolation in double-digit growth for no fewer than seven of its brands, while Pernod Ricard India’s trio of Royal Stag, Imperial Blue and Blenders Pride also made strong gains.

US WHISKEY / BOURBON

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
 JACK DANIEL’S  BROWN-FORMAN  8.9  9.3  9.5  9.6  9.9 10.6  +6%
JIM BEAM BEAM  5.9  6.1  5.9  5.7  5.9  5.9  0%
SEAGRAM’S 7 GROWN DIAGEO  2.5  2.5  2.5  2.5  2.5  2.4  -4%
MAKER’S MARK BEAM  0.7  0.8  0.9  1.0  1.0  1.2  -14%
WILD TURKEY GRUPPO CAMPARI  0.8  0.8  0.8  1.0  1.0  1.1  +11%

Source: ICD Research/The Spirits Business/m cases

INDIAN WHISKY

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
OFFICER’S CHOICE ALLIED BLENDERS & DISTILLERS 5.1 6.7 6.8 11.1 11.6 16.5 +43%
MCDOWELL NO 1 RESERVE UNITED SPIRITS 8.7 11.5 13.4 13.5 14.3 16.1 +12%
BAGPIPER UNITED SPIRITS 13.0 14.0 15.4 16.3 16.4 16.0 -3%
ROYAL STAG PERNOD RICARD 4.2 5.6 6.8 8.4 10.4 12.5 +20%
OLD TAVERN UNITED SPIRITS 2.6 3.3 4.8 6.8 9.1 11.1 +22%
ORIGINAL CHOICE JOHN DISTILLERS 4.1 6.5 8.8 10.2 10.9 10.7 -2%
IMPERIAL BLUE PERNOD RICARD 2.5 3.1 3.8 4.8 6.1 7.2 +17%
HAYWARD’S FINE UNITED SPIRITS 2.3 2.3 2.8 4.1 4.7 6.2 +32%
DIRECTOR’S SPECIAL UNITED SPIRITS 3.8 3.7 4.0 4.4 4.5 4.5 0%
8PM RADICO KHAITAN 4.2 3.9 3.2 3.6 3.9 4.3 +10%
BLENDERS PRIDE PERDNOD RICARD 1.2 1.5 1.9 2.3 2.8 3.5 +23%
GOLD RIBAND UNITED SPIRITS 1.7 1.6 1.8 2.7 2.3 3.1 +36%
MCDOWELL’S GREEN LABEL* UNITED SPIRITS 1.9 1.8 1.7 2.0 2.5 2.9 +15%
DIRECTOR’S SPECIAL BLACK UNITED SPIRITS 0.9 1.3 1.8 2.0 2.9 2.9 +1%
SIGNATURE RARE UNITED SPIRITS N/A N/A N/A 1.1 1.3 1.6 +18%
ROYAL CHALLENGE UNITED SPIRITS 1.1 1.2 1.3 1.3 1.2 1.4 +16%

* Previously known as GILBEY’S GREEN LABEL
Source: ICD Research/The Spirits Business/m cases
IRISH WHISKEY

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
JAMESON PERNOD RICARD 2.2 2.5 2.7 2.7 3.2 3.8 +19%

Source: ICD Research/The Spirits Business/m cases

CANADIAN WHISKY

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
CROWN ROYAL DIAGEO 4.7 5.0 5.0 4.9 5.0 5.0 0%
BLACK VELVET CONSTELLATION 2.1 2.1 2.1 2.1 2.1 2.1 0%
CANADIAN CLUB BEAM 2.1 2.1 2.0 2.0 2.0 1.9 -3%
CANADIAN MIST BROWN-FORMAN 2.0 1.9 1.9 1.8 1.8 1.7 -5%
SEAGRAM’S VO DIAGEO 1.3 1.3 1.2 1.2 1.1 1.1 0%
WINDSOR CANADIAN BEAM N/A N/A N/A 1.0 1.0 1.0 0%

Source: ICD Research/The Spirits Business/m cases

JAPANESE WHISKY

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
KAKUBIN SUNTORY 1.6 1.6 1.7 2.3 2.8 2.6 -7%
BLACK NIKKA ASAHI 1.5 1.4 1.2 1.3 1.7 1.6 -6%

Source: ICD Research/The Spirits Business/m cases

SPANISH WHISKY

BRAND OWNER 2006 2007 2008 2009 2010 2011 CH
DYC BEAM 1.4 1.4 1.2 1.2 1.2 1.0 -11%

Source: ICD Research/The Spirits Business/m cases

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COGNAC / BRANDY
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