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Vodka Brand Champions 2013
VODKA BRAND CHAMPION: BULBASH
Bulbash’s contemporary new packaging update last year certainly helped the Belarusian brand catch the eye of the Russians. While domestic sales saw little increase in 2012, thanks in part to higher excise taxes forcing the retail price to almost double, those in Russia have grown “significantly”.
Because of the Russians’ infamous thirst for spirits, regional vodka brands are often overlooked when it comes to volume growth. We could have chosen Cîroc again this year as our Vodka Brand Champion, which, with an incredible 47% growth rate last year, is continuing to outpace the category, despite its growth rate slowing from the whopping 65% achieved in 2012.
At these numbers Cîroc is on track to overtake its ultra-premium competitor Grey Goose – whose volume remained roughly static – in the next few years. However, with its sights set on export
markets, and a new premium brand extension on the way, Bulbash’s future on the global vodka scene looks immensely positive.
The brand, which achieved 21% volume growth in 2012, told The Spirits Businessearlier this year that “beyond all doubt, 2013 will see even higher sales growth in external markets”.
Elsewhere in the regional and domestic market life is not looking too rosy for Pinnacle, the brand acquired by Beam in early 2012. After achieving 93% volume growth in 2011, the brand’s case sales
have dropped by 800,000.
| VODKA – INTERNATIONAL BRANDS | ||||||||
| BRAND | OWNER | CATEGORY | 2008 | 2009 | 2010 | 2011 | 2012 | % +/- |
|---|---|---|---|---|---|---|---|---|
| Smirnoff | Diageo | 25.7 | 24 | 24.4 | 24.7 | 25.8 | 4% | |
| Absolut | Pernod Ricard | 10.7 | 10 | 10.9 | 11.2 | 11.5 | 3% | |
| Grey Goose | Bacardi | 3.6 | 3.5 | 3.7 | 3.8 | 3.8 | 0% | |
| Skyy | Gruppo Campari | 3.2 | 3.3 | 3.4 | 3.5 | 3.7 | 6% | |
| Stolichnaya | SPI | 3.2 | 3 | 3.1 | 3.3 | 3.4 | 3% | |
| Finlandia | Brown Forman | 3 | 3 | 3 | 3.1 | 3.2 | 3% | |
| Russian Standard | Russian Standard | 2.1 | 2.2 | 2.5 | 2.6 | 2.9 | 12% | |
| Ketel One | Diageo / Nolet Spirits | 1.7 | 1.8 | 2 | 2.2 | 2.4 | 9% | |
| Sobieski | Belvedere | 2.8 | 3 | 3.1 | 2.8 | 2.3 | -18% | |
| Eristoff | Bacardi | 1.8 | 1.9 | 2.3 | 2.4 | 2.2 | -8% | |
| Cîroc | Diageo | – | 0.4 | 0.9 | 1.5 | 2.2 | 47% | |
| Wyborowa | Pernod Ricard | 2.3 | 2.1 | 1.8 | 1.5 | 1.6 | 7% | |
| Poliakov | La Martiniquaise | 0.6 | 0.7 | 0.9 | 1 | 1.1 | 10% | |
| VODKA – REGIONAL BRANDS | ||||||||
| BRAND | OWNER | CATEGORY | 2008 | 2009 | 2010 | 2011 | 2012 | % +/- |
|---|---|---|---|---|---|---|---|---|
| Belenkaya | Synergy | 2.3 | 2.8 | 4.9 | 7.1 | 7.3 | 3% | |
| Pyat Ozer | Omskvinprom | 6.5 | 6.1 | 6.3 | 6.6 | 7 | 6% | |
| KRUPNIK | Belvedere | – | – | 1.9 | 4.5 | 5.1 | 13% | |
| Zoladkowa de Luxe | Stock Spirits | 1.9 | 5.4 | 6.4 | 4.6 | 4.3 | -7% | |
| Magic Moment Vodka | Radico Khaitan | 0.9 | 1.2 | 1.8 | 2.2 | 2.5 | 14% | |
| Glen’s | Glen Catrine | – | 1.9 | 2.1 | 2.1 | 2 | -5% | |
| Pinnacle | Beam | 0.6 | 1 | 1.4 | 2.7 | 1.9 | -30% | |
| Bulbash | Bulbash Zavod | 0.4 | 0.7 | 1.1 | 1.4 | 1.7 | 21% | |
| Premium Romanov Vodka | United Spirits | 1.2 | 1.1 | 1.6 | 1.6 | 1.5 | -6% | |
| White Mischief | United Spirits | 1.6 | 1.9 | 1.9 | 1.7 | 1.5 | -12% | |
| Myagkov(the Whitish) | Synergy | 1.2 | 1.4 | 1.6 | 1.6 | 1.5 | -6% | |
| 1906 | Stock Spirits | 0.8 | 1.4 | 1.7 | 1.7 | 1.5 | -12% | |
| Gosudarev Zakaz | Synergy | 1.6 | 1.3 | 1.2 | 1.1 | 1.3 | 18% | |
| Zolodkowa Gorzka | Stock Spirits | 1.7 | 1.8 | 1.8 | 1.4 | 1.3 | -7% | |
| Gorbatschow | Henkell | 1.3 | 1.3 | 1.4 | 1.2 | 1.2 | 0% | |
| Svedka | Constellation Brands | 2.1 | 2.9 | 3.4 | 3.7 | 3.9 | 5% | |