Pernod Ricard’s top brands in 2014/15
While a significant number of Pernod Ricard’s key brands reported flat or declining sales in 2014/15, some labels managed to claw back growth.
These are Pernod Ricard’s fastest-growing brands in 2014/15Two brands in particular far outperformed their spirits stablemates to post double-digit growth.
However, of those other international brands, all were in low single-digit figures – a sign that the French drinks group continues to suffer in a number of markets.
Revealing its full-year financial results for 2014/15, Pernod Ricard revealed a value write-down of its beleaguered Absolut Vodka brand had caused its net profits to drop 15%.
Net sales were “solid” due to recovery in China and strong momentum in the US, but the rate of growth remained subdued among Pernod Ricard’s top 14 brands, with only six spirits labels recording growth.
Click through the following pages to view Pernod Ricard’s top performing international spirits brands in 2014/15.
6. Kahlua
+2%
Liqueur brand Kahlua managed to grow sales by a modest 2% in 2014/15, reaching case sales of 1.5m in the financial year. The brand has been promoting its “spiked coffee” serve over the past year with the launch of a Salted Caramel bottling and also recruited The Big Lebowski star Jeff Bridges to star in a short marketing film celebrating Kahlua in the classic White Russian cocktail.
5. Martell
+2%
While the brand’s prestige extensions continue to decline, Martell Cognac received as small boost in 2014/15 as the brand started to recover in China. Having suffered at the hands of the country’s on-going austerity measures and clampdown on conspicuous spending over the past two years, Martell slowed its rapid decline in China to 1%, at the same time reporting steady single-digit growth in the Americas travel retail and Sub-Saharan Africa markets. Meanwhile, the brand “outpaced” the Cognac category in the US. In celebration of its 300th anniversary, Martell appointed German actress Diane Kruger as its new ambassador.
4. Beefeater
+3%
Beefeater returned to growth in 2014/15 due to positive momentum in Spain – a key market for gin brands – with 2.6m nine-litre case sales overall. The brand continued to roll-out its oak aged Burrough’s Reserve and also opened up a new multi-million pound vistors’ centre at its London distillery.
3. Ballantine’s
+3%
Blended Scotch whisky Ballantine’s benefitted from growth in the emerging markets, particularly China, India, Latin America, Eastern Europe and Sub-Saharan Africa. Increasing case sales to 6.2m, the brand also gained market share in France and China. Ballantine’s also ramped up its marketing efforts in 2014/15, launching an online golf club for whisky fans and a bar design competition in France.
2. Jameson
+10%
Jameson Irish whiskey continued its star performance in 2014/15, when it increased case sales by 10%. The brand “continued excellent momentum” in the US, backed by “investment with influencers”, to report an 18% sales increase in the country. Jameson also witnessed double-digit growth in South Africa and “promising development” in several other markets. Earlier this year, Irish Distillers, the Irish whiskey arm of Pernod Ricard, revealed its plans to invest €17m in expanding its Irish whiskey bottling operations, increasing capacity by 50% over the next two years.
1. The Glenlivet
+11%
Out of all of Pernod Ricard’s key international spirits brands, The Glenlivet witnessed the most rapid growth in 2014/15. Increasing case sales by 11% to 1.1m, the brand remains only the second single malt Scotch whisky exceeding 1m cases, behind William Grant & Sons’ Glenfiddich. The whisky continued its progression in the US market and also achieved “significant” international growth, particularly in China where its sales increased by 31%. It was revealed at the end of 2014 that Chivas Brothers – the whisky and gin arm of Pernod Ricard – was seeking to triple capacity of The Glenlivet.
