The top 10 fastest-growing spirits brands

20th June, 2018 by Nicola Carruthers

4. Black & White

2017: 2.4m

2016: 1.8m

% change: 33.3%

Exceeding sales of 2m cases for the first time was Diageo’s Black & White Scotch whisky brand – our Scotch Whisky Brand Champion 2018 – with a huge 33.3% increase.

“Black & White has doubled in size in five years, and we can attribute this to our strategic mix of brand building and strong commercial planning, as well as ongoing collaboration with our market teams,” says Bruno Scaranello, global marketing manager, Diageo primary Scotch. “We’ve run communications in every market, from out­-of­-home to point­-of-­sale visibility; communicating the smoothness and quality of our Scotch whisky led to consumer trial and sales.”

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