Speciality Spirits Brand Champions 2014
SPECIALITY SPIRITS BRAND CHAMPION 2014: RICARD
Pernod Ricard’s anis brand Ricard has been named our 2014 Speciality Spirits Brand Champion for its momentous sales growthPernod Ricard’s namesake anis brand Ricard rebounded from its 11% decline in 2012 to grow sales by over one million cases. As the number one spirit in France, where its traditional presence as an aperitif holds strong, Ricard has managed to recapture its domestic market after a dramatic decline in consumption – a result of a hike in excise duty at the beginning of 2012.
“Ricard is the symbol of conviviality and benefits from a huge number of fans and advocates,” said Florent Leroi, group brand manager for Ricard. “Its leadership position has been achieved through the combination of efficient work of sales teams on the ground, bold advertising campaigns, a major digital strategy and the launch of innovative promotional items.”
Pernod Ricard’s other anis brand, Pastis 51, also witnessed a return to growth, with 18% more case sales than in 2012. The release of new 51 Rosé in travel retail accompanied by a drive to target younger female consumers, could well have led to this success.
With regards to bitters, Jägermeister continues to dominate the category, selling 7.2m cases in 2013, a 4.3% increase on the previous year. In particular, the brand experienced “outstanding growth” in its third largest market, the UK, prompting the decision for Jägermeister to establish its first foreign distribution arm in the country.
Jägermeister also experienced double-digit growth in Spain, Russia and France, the latter of which doubled its volume in 2013. Furthermore, the brand marched ahead with its innovation drive in the last year, launching its first major product extension in 40 years, Jägermeister Spice.
For cachaça, the predicted surge in interest in the run-up to the 2014 Brazil World Cup (more on page six) had not quite taken hold in 2013, with sales generally sitting stagnant across the category. While Pirassununga 51 (also known as Cachaça 51 in international markets) continued to boast huge volumes in its native market, these declined some 5% in 2013 – a dip indicative of the overall decline of the cachaça market in Brazil. Producers have claimed that volumes are already soaring in 2014 as consumers get into the spirit of the tournament, but only next year’s Brand Champions will attest to this.
| SPECIALITIES – BITTERS | ||||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- | |
|---|---|---|---|---|---|---|---|---|
| Jägermeister | Mast-Jägermeister | 6.4 | 6.6 | 6.8 | 6.9 | 7.2 | 4% | |
| Fernet Branca | Fratelli Branca | 3.3 | 3.8 | 4.6 | 5.4 | 6.2 | 14% | |
| Campari | Gruppo Campari | 2.7 | 2.8 | 2.9 | 2.9 | 2.9 | 0% | |
| Aperol | Gruppo Campari | 1.7 | 1.9 | 2.6 | 2.6 | 2.5 | -4% | |
| Amaro Ramazzotti | Pernod Ricard | 1.0 | 1.2 | 1.2 | 0.9 | 1.1 | 20% | |
| SPECIALITIES – ANIS | ||||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- | |
|---|---|---|---|---|---|---|---|---|
| Ricard | Pernod Ricard | 5.3 | 5.3 | 6.2 | 3.9 | 4.8 | 23% | |
| Pastis 51 | Pernod Ricard | 1.3 | 1.2 | 1.4 | 0.9 | 1.1 | 22% | |
| SPECIALITIES – CACHACA | ||||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- | |
|---|---|---|---|---|---|---|---|---|
| Pirassununga 51 | Companhia Muller de Bebidas | 19.5 | 19.5 | 18.6 | 18.5 | 17.6 | -5% | |
| Pitú | Pitú | 9.1 | 10.1 | 10.5 | 10.5 | 10.5 | 0% | |
| Ypioca | Diageo | 6.8 | 6.8 | – | 6.5 | 6.5 | 0% | |
