The ‘up-and-coming’ spirits brands

14th July, 2016 by Annie Hayes

New for 2016: which brands are on the cusp of surpassing that magic million case mark in the Brand Champions?


We reveal the brands on the verge of becoming Brand Champions in 2017

Brand Champions criteria is clear: to be considered, a brand must sell more than one million nine-litre cases per calendar year. But what about those in touching distance – or indeed those which, for whatever reason, have slipped just below?

The brand leading this growth is Diageo’s Don Julio, which looks set to join the Brand Champions this time next year, with Heaven Hill’s Deep Eddy Vodka on the luxury Tequila’s heels.

But what about those brands heading in the other direction? 2015 has not been kind to Amrut Distillers’ Silver Cup Brandy, United Spirits’ White Mischief vodka or a number of others. Many remained fairly buoyant in 2014, but recent market pressures saw some slip.

Diageo’s Windsor is the largest casualty, posting dramatic declines – read on to discover why its outlook may not be so bleak next year.

Click through the following pages to discover the world’s top 10 up-and-coming spirits brands, listed in order of their nine-litre case sales.

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