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Tanqueray outperforms Beefeater for first time in 2016

The 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 year

The 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.

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