Brandy Brand Champion 2017: Old Admiral

Old Admiral Brandy bounced back from sharp declines in recent years

It’s a case of another year, another mixed bag for the world’s largest brandy producers. A mix of geopolitical and economic challenges – including demonetisation in key market India – hit the sector hard, with big declines for the likes of McDowell’s No.1 Brandy and world leader Emperador.

But not so for our 2017 Brand Champion, Old Admiral Brandy from the Radico Khaitan stable. The brand bounced back from sharp declines in 2015 to post 5.15% gains, a turnaround many in the category will be hoping to replicate in 2017.

“Despite India being a predominantly whisky­drinking country, Old Admiral has received an overwhelming response from trade channels and consumers alike,” says Akshay Nagde, general manager marketing at Radico Khaitan. “The growth portrayed by the brand is mostly owing to the new entrants into the category of the people who savour the brand.” An increased migrant population in Andhra Pradesh and Telangana, plus the strength of word­of­mouth following, have also helped propel the brand back to growth, and a 50% market share in the segment, he continues.

Maintaining the momentum will require effort, he notes. “To sustain the future growth in the brandy business, it is essential to continuously innovate and maintain the quality of the brand.” As the others try to catch up in the key Indian market, this will be critical to stay ahead of the sector.

Eagle­-eyed readers will note a decline in the number of brands present on the Brandy Brand Champions list. New franchise models from United Spirits means a higher number of brands declined to disclose their data this year.

See the adjacent column to discover the spirits that sold more than 1m cases last year, as well as The Brand Champions 2017 of each individual category.

Brandy (Figures: million 9l case sales)