The top 10 best-selling vodka brands

21st June, 2017 by Annie Hayes

2. Absolut

2016: 11.00m
2015: 11.02m
% change: -0.18%
Place last year: 2

Pernod Ricard-owned Absolut remains the second largest vodka brand in the world. After an abysmal few years, Pernod launched a strategy to “stabilise” the brand in early 2016. Speaking at a roundtable discussion later in September, the group’s managing director, finance and operations Gilles Bogaert said the firm is “on track” to deliver its mid-term objectives. While Absolut has seen struggles in the US due to a competitive category and tough pricing, the brand is upbeat about Western Europe, where it is experiencing a “strong sell-out performance’, particularly in the UK, Germany and France, driven by strong brand activation and the launch of its Absolut Facet bottle. Pernod Ricard released a new lime variant for Absolut Vodka at the beginning of 2017, despite admitting a flavour cull had been implemented across the brand’s portfolio last year.

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