This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Tanqueray outperforms Beefeater for first time in 2016
By Annie HayesThe battle of the world’s biggest gin brands is heating up, with Diageo’s Tanqueray growing its volume sales by more than 15% in 2016 to overtake Pernod Ricard’s Beefeater for the first time.
Tanqueray sold three million nine-litre cases last yearThe brand’s volume sales rocketed by 15.38% in 2016 to hit 3m cases, thanks to a positive performance in Europe, Latin America and the Caribbean. Beefeater, meanwhile, saw single-digit growth of 2.99%, reaching 2.76m cases – 240,000 fewer than Tanqueray.
Tanqueray sells just over one million cases in the US – its biggest market – and is experiencing significant growth in Europe, where the gin market has been in “accelerated growth for the past five years”. It is also gaining traction in Latin America, witnessing significant growth in Brazil and Peru.
Tanqueray’s impressive growth saw the brand awarded the title of Gin Brand Champion 2017 in our recent Brand Champions report. Read about the brand’s 187-year history here.