The top 10 best-selling vodka brands

21st June, 2018 by Nicola Carruthers

1. Smirnoff

2017: 26.0m
2016: 25.5m
% change: 2%

Place last year: 1 

Diageo’s Smirnoff vodka brand is the world’s best-selling vodka, and returned to growth in 2017 with an increase of 2%.

In the six months to 31 December 2017, Smirnoff’s performance in the US improved due to new packaging with “quality cues” and local activation targeting multi-cultural millennial consumers. The brand’s latest instalment of its Only the Best for Everyone campaign, starring actor Ted Danson, was also successful in the country.

In Latin America and Caribbean, the brand’s net sales were up by double-digits, returning to growth in Brazil, its largest market in the region.

In 2017, the brand launched a number of inclusivity campaigns including #ChooseLove for the Pride festival in London and Equalising Music to promote equality for female musicians. Smirnoff most recently teamed up with Ladbible on a initiative to focus on gender identity and disability.

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