The world’s best-selling spirits brands
While international brands chalk up volumes through premiumisation, local labels are finding their own way to shine – as the world’s new best-selling spirit brand indicates.
We reveal the world’s top 10 best-selling spirits brandsThis year a combination of unprecedented declines from international spirits, stagnant volumes in leading local labels and a wave of new entries from established brands choosing to participate for the first time has spurred a shakeup in the leader board.
One constant remained the same, however: Indian whisky was the standout success story of 2014, boasting some of the highest volume growth figures across the entire industry as the most consumed alcoholic beverage in its domestic market – and its success looks set to continue as what is known for being a ‘value’ category endeavours to premiumise outside of its native country.
While overall spirits sales remained flat in 2015, the premium-and-above spirits sector enjoyed sales solid growth in 2015, with whisky, gin, vodka, rum and Tequila categories benefiting the most, according to research by the IWSR.
Following the results of Brand Champions 2016 – our pick of those brands selling over one million cases annually which boast exceptional success within their categories – we run through the world’s best-selling spirits brands available on the market today.
Click through the following pages to discover the world’s top 10 best-selling spirits brands, listed in order of their nine-litre case sales. Follow the links below to view the world’s best-selling spirits brands by their individual categories.
Best-selling Scotch whisky brands
Best-selling Cognac and brandy brands
Best-selling world whisky brands
Best-selling Indian whisky brands
Best-selling speciality spirits brands
Best-selling regional speciality spirits brands
10. Royal Stag
2015: 17.30m
2014: 16.06m
% change: +7.72%
Pernod Ricard’s second-largest spirit brand Royal Stag saw its growth slow in 2015, but nevertheless its 7.72% uplift is impressive. Created in 1995 from a blend of Indian spirits and imported Scottish malt, the brand’s slogan is “It’s your life, make it large”. Seeing as Royal Stag has earned a place on this leader board – positioned as the fourth best-selling Indian whisky brand – it remains true to its word.
9. Bacardi
2015: 17.42m
2014: 18.20m
% change: –4.29%
Though Bacardi witnessed a drop in volume equivalent to 780,000 cases, the brand remained buoyant enough to come in 9th place globally. However in the year ahead, the knock-on effects of the group’s streamlined advertising, restructured marketing division, and multi-channel campaigns – along with CEO Mike Dolan’s ‘Mike Tyson approach’ to business – will come into effect. We foretell an interesting year.
8. Imperial Blue
2015: 17.50m
2014: 14.06m
% change: +24.47%
Pernod Ricard’s new whisky star Imperial Blue has more than doubled its sales in the last three years – rocketing by 24.47% in 2015 alone. If it continues on this trajectory, the brand could swipe the spot of second-largest Indian whisky brand in the world in 18 months.
7. Johnnie Walker
2015: 17.60m
2014: 17.90m
% change: -1.68%
Johnnie Walker’s sales slipped once again in 2015, dropping by 1.68% to 17.60m cases. Keen to return to its 20m case volume peak seen three years ago, the brand has been proactive throughout 2016 – renewing its sponsorship deal with Formula 1 team McLaren-Honda, reintroducing Johnnie Walker Green Label, and even launching a plug-in that helps users calculate their online carbon footprint. It will be interesting to see if volumes rebound next year.
6. McDowell’s No. 1 Celebration
2015: 17.80m
2014: 18.29m
% change: -2.68%
Despite losing volume for the second consecutive year, the rate of decline is slowing for Indian brand McDowell’s No.1 Celebration. The United Spirits-owned rum first launched in 1991 with just 100,000 cases – 25 years on, the brand boasts 17.80m cases and is distributed in 13 countries.
5. McDowell’s No. 1
2015: 24.92m
2014: 25.05m
% change: -0.52%
And in 5th place… Sales of United Spirits’ McDowell’s No.1 remained almost flat in 2015; somewhat of a change of pace after at least five years of consistent and rapid growth. Looking ahead, USL certainly has its work cut out to rebuild the brand, which was the world’s largest Indian whisky brand just four years ago.
4. Smirnoff
2015: 25.80
2014: 25.60
% change: +0.78%
As the largest vodka brand in the world, Absolut scooped the Vodka Brand Champion accolade in 2016 after returning to growth following three years of losses. Though on paper a 0.78% increase is modest at best, but when you consider vodka represents 12% of Diageo’s total portfolio, the broader significance becomes clear. Looking ahead, Matt Bruhn, global brand director for Smirnoff, said the brand will seek “non-traditional occasions” it has not yet played a part in, including the shot market with its Smirnoff Electric range.
3. Emperador
2015: 30.50m
2014: 33.00m
% change: -7.58%
This year, 3rd place is bestowed upon a leader board newcomer, which this year made its sales figures available to The Spirits Business for the first time. Emperador maintained its volume above the 30m case marker it has held since 2012, despite suffering a -7.58% sales blip.
2. Officer’s Choice
2015: 32.90m
2014: 28.42m
% change: +15.76%
Allied Blenders’ Officer’s Choice continues to lead the Indian whisky category, accruing 15.76% growth in 2015. The brand boosted its parent company’s 2015 fiscal sales to the tune of 12% due to its impressive performance – bolstered by its super-premium extension Officer’s Choice Black – and 40% market share in the Indian market.
1. Jinro
2015: 71.50m
2014: 70.40m
% change: +1.56%
Securing the title of highest-selling spirits brand in the entire world is Korean soju brand, Jinro. The brand saw single-digit growth of 1.56% in 2015 to an awe-inspiring 71.50m cases – more than twice the size of Officer’s Choice, making it pretty much untouchable. Despite geopolitical disturbances across its core Asian markets, Jinro has sold an additional 5m cases since 2011.
