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Sailor Jerry rum among new million case spirits brands

William Grant & Sons has confirmed that Sailor Jerry rum has passed the million case sales mark for the first time following continued success in the US.

Sailor Jerry rum sold 1.04m nine-litre cases in 2016

Newly released figures published in The Spirits Business’s Brand Champions 2017 report (out now) show that the spiced rum hit 1m cases in 2015, but this was not confirmed at the time.

In 2016, Sailor Jerry’s volume sales increased 3.8% to 1.04m cases. After Diageo’s Captain Morgan, it is the second best-selling spiced rum in the world.

“The US remains our biggest market and they have done a great job in growing our share of the spiced rum category through consistent visibility in the off trade, grass root partnerships led by our local brand ambassadors, and impactful experiential partnerships,” said Chin Ru Foo, global brand director, Sailor Jerry.

Also in William Grant’s portfolio, Irish whiskey brand Tullamore Dew hit 1m case sales for the first time in 2016, when sales increased 16.85%. The brand is now only the second Irish whiskey to sell more than 1m cases, after category leader Jameson.

The vodka category also welcomed a number of brands to the million case club, including Texas-made Deep Eddy and Global Spirits-owned Pervak.

Ladoga’s Tsarskaya/Imperial Collection Gold brand increased sales by an enormous 51% in 2016 to reach 1.01m cases.

“This explosive growth is the result of a variety of efforts,” Veniamin Grabar, president of Ladoga Group told The Spirits Business. “In particular, volume exports of the brand increased by 37%, although, of course, Russia remains the largest market for Tsarskaya.”

Some leading vodka brands that previously dipped below 1m cases once again passed the threshold in 2016, including Synergy’s Myagkov (The Whitish) and Stock Spirits Group’s Prestige.

More information on brands that passed 1m case sales in 2016 can be found in the 2017 edition of The Brand Champions – published in full in the June issue of The Spirits Business magazine. Data, commentary, and the new list of Brand Champions will be revealed online shortly.

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