The top 10 best-selling vodka brands

21st June, 2017 by Annie Hayes

9. Skyy

2016: 3.90m
2015: 3.95m
% change: -1.27%
Place last year: 9

Despite posting a single-digit contraction last year – teasing the Gruppo Campari-owned brand away just shy of the 4m cases mark – Skyy retained its position at number nine. Having been impacted by weakness in the flavoured category in recent years, the brand has been culling certain flavour variants and redirecting its focus on the trend for natural ingredients by strengthening its Infusions series. CEO Bob Kunze-Concewitz said he “absolutely” has faith in vodka brand Skyy, explaining that the brand is “a combination of two stories”.Talking to The Spirits Business last month, he said: “There’s the core market, where the brand is outperforming its historical peers but is being impacted like every single vodka brand in market by two brands – one attacking from the top and the other one from below.” In April, Skyy launched a US campaign centred on its 25-year history, called Make Every Day, which he believes “will do [the brand] a lot of good”. Let’s see if he’s right.

Leave a Reply

Subscribe to our newsletter

Subscribe today to get each issue of The Spirits Business as soon as it's published, plus all the latest breaking news and access to our library of back issues.

Subscribe Today!

Subscribe to our daily newsletter

Stay up-to-date with the latest news about the international spirits industry every weekday lunchtime (GMT)