Top 5 most expensive spirits brands

Much attention is paid to the exorbitant prices of individual spirits limited editions – but which entire brand portfolios are the most expensive?

These are the top five most expensive spirits brands, according to Euromonitor International

The world’s most pricey liquor labels are not necessarily the most bountiful, as most of these inclusions do not post more than one million case sales annually.

Gleaned from Euromonitor International’s global briefing on its new value shares model, this list includes variants, some of which are relatively unknown internationally, spanning Cognac, whisky and baijiu.

“The ranking reveals a mix of local and international spirits brands with one common denominator – the brands’ volumes were all focused on Asian markets and, all bar Martell, had volumes of less than a million 9-litre cases,” says Jeremy Cunnington, senior alcoholic drinks analyst at Euromonitor.

“Despite the current economic difficulties facing China and other Asian markets, it is still likely that brands focused on the luxury end of the market in the region will dominate the rankings.

“Volumes may be smaller and unit prices may be slightly lower but the wealth and aspiration will remain.”

Click through the following pages to discover Euromonitor’s top five world’s most expensive spirits brands.

5. Martell

Price (US$ per litre in 2013): 224

Perhaps somewhat surprisingly, Martell is the only Cognac in the top five most expensive spirits brands roundup. While Rémy Martin is often viewed as the label which offers the most high-end, luxurious bottlings, Martell’s concentration on the Chinese market in recent years means that it shifts a higher proportion of expensive variants.

“The key factor is Pernod’s overt focus on the Chinese market for the brand, at the expense of previous core markets such as the UK, hence a greater proportion of its volumes came from this market, where it focused on high-end variants rather than other brands,” said Cunnington.

“While the Rémy Martin brand in China had a greater focus on higher-end variants and the on-trade than Martell, this was more than countered by having a much greater proportion of volumes focused on lower-priced VS variants in markets such as the US, meaning that it was therefore only the eighth most expensive brand with an average rsp of US$182.”

In 2013/14 and 2014/15, Martell has struggled against China’s austerity measures. In its latest financial results, Pernod Ricard reported 2% growth for Martell, but its prestige expressions continued to be impacted.

4. Imperial

Price (US$ per litre in 2013): 257

Owned by Pernod Ricard, Imperial blended Scotch whisky comes in fourth place. The leading Scotch whisky brand in Korea – a key market for the luxury end of the category – Imperial’s portfolio stretches from a 12- to 21-year-old variant. It is one of Pernod Ricard’s key “local brands”.

“Fourth placed Imperial’s volumes are focused more on the high-end but declining hostess bars of South Korea, which focus on premium (12YO) variants,” said Cunnington.

3. Royal Salute

Price (US$ per litre in 2013): 280

“Royal Salute is a luxury brand with a portfolio consisting of whiskies aged 21 years and above, with China and Taiwan its key markets,” said Cunnington.

Yet another brand from Pernod Ricard’s stable, Royal Salute’s prestige offerings find an enthusiastic market in Asia. The French drinks group describes Royal Salute as “the ultimate luxury Scotch whisky”. Created to commemorate coronation of Queen Elizabeth II of England in 1953, the whisky is also popular in duty free, Vietnam, South Korea and the US.

In the last fiscal year, the Royal Salute was hit by turbulence in the Chinese market, with net sales falling 8%.

2. Guojiao

Price (US$ per litre in 2013): 365

Produced by Luzhou Laojiao, Guojiao is one of the most prestigious brands in the baijiu category. Accounting for greater volumes than most other spirits segments combined, baijiu is a white liquor, made from sorghum, wheat or rice.

With an average US$365 per litre price tag, the brand has long benefited from the culture of extravagant gift-giving among government and military officials. However, the brand has been forced to resort to deep discounting since a crackdown on conspicuous spending was announced in 2012.

In 2013, volumes of baijiu continued to grow to 1.17 billion nine-litre cases, from 1.16bn in 2012, however the value of the spirit fell from over US$92bn in 2012 to US$83bn in 2013.

1. Han Jiang

Price (US$ per litre in 2013): 380

While much of the Western world may not have ever heard of Han Jiang, the high-end baijiu brand is the most expensive in the world, according to Euromonitor data. In terms of volume sales, Han Jiang pales in comparison to its baijiu brethren, but it dominates in the value stakes.

Speaking of both Guojiao and Han Jiang, Cunnington said: “These two brands greatly benefitted from the culture of gift-giving and corporate entertainment up until 2013.

“Following the anti-corruption/extravagance campaign by the government and the economic slowdown, brands such as these will have suffered in volume and value terms as producers reduced prices to maintain sales.”