WORLD WHISKIES – Brand Champions 2012
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
