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Top 10 fastest-growing spirits brands
The battle for the fastest growth rate among the biggest brands has been won by an unlikely newcomer that looks set to give the industry a run for its money. SB presents the spirits that soared to new heights in 2019 as part of our Brand Champions 2020 report.
SB rounds up the fastest-growing spirits brands of 2019
The spirits industry is constantly on the go, with companies putting major investments into new distilleries, multi‐million‐dollar marketing campaigns, product innovation and distribution deals. With so much activity in the sector and plenty of competition, spirits brands have to juggle staying on top of the latest trends and maintaining their existing consumer base, while attracting new drinkers.
Vodka dominated our top 10 list this year, with five brands occupying spots, including new million‐case sellers Topaz, Urozhay and Kedrovitsa.
There was phenomenal growth at the top end of the spirits sector last year with three brands recording triple-digit growth.
Click through the following pages to discover the world’s top 10 fastest-growing spirits brands, listed in order of rising percentage.
The list has been compiled as part of The Spirits Business‘s Brand Champions 2020 report, which is available to view here. As such, it includes only brands that sell more than one million nine-litre cases annually.
10. Urozhay
2019: 1.2m
2018: 0.9m
% change: 29.0%
One of a number of new entries to our Brand Champions list is Roust-owned vodka brand Urozhay. The vodka surpassed the million-case-mark for the first time in 2019 after selling 1.2m cases – a huge growth of 29%.
The brand was launched in 1991 and is available in Russia and CIS countries. Urozhay, or Harvest vodka, is a traditional wheat-based vodka made to be enjoyed in the company of friends, according to Roust.
9. Teacher’s Highland Cream
2019: 1.4m
2018: 1.1m
% change: 31.4%
Teacher’s Highland Cream was the only Scotch whisky to make our top 10 list, after growing by 31.4% to 1.4m cases.
Owned by Beam Suntory, the blended Scotch is made from smoky malt whisky from the Ardmore distillery in the Highlands, along with more than 25 different malt whiskies. The brand claims to be the oldest Scotch whisky brand in the world and was registered in 1884.
8. Old Port Rum
2019: 1.8m
2018: 1.3m
% change: 35.1%
The only rum to make our fastest-growing list was Old Port Rum, produced by India’s Amrut Distillers. The brand reported an impressive 35.1% growth in 2019 to reach 1.8m cases.
In addition to Old Port Rum, Bengaluru-based Amrut Distillers makes Two Indies Rum and a range of Indian single malt whiskies.
7. Kedrovitsa
2019: 1.0m
2018: 0.7m
% change: 35.1%
A new entry to our Brand Champions report is Alcohol Siberia Group’s Kedrovitsa vodka. The brand reported a 35.1% growth to reach one million cases for the first time in 2019.
According to the company, Kedrovitsa is made with wheat alcohol, natural water and infused with Siberian cedar nuts.
6. Topaz
2019: 1.2m
2018: 0.9m
% change: 41.2%
Relatively new to the market, Roust’s Topaz vodka brand was released in 2018 and sold 1.2m cases last year after growing by a whopping 41.2%.
Roust has a number of million-case vodka brands in its portfolio including Żubrówka, Soplica, Russian Standard and Green Mark.
5. Jack Daniel’s & Cola
2019: 7.9m
2018: 5.2m
% change: 51.5%
Brown-Forman’s Jack Daniel’s & Cola is the second best-selling ready-to-drink (RTD) brand in the world with sales of 7.9m – a huge increase of 51.5% in 2019 compared to the previous year.
In Brown-Forman’s results for the first nine months of fiscal 2019, CEO Lawson Whiting said the Jack Daniel’s RTD business “is now over nine million cases globally and continues to deliver solid growth”.
Jack Daniel’s RTD growth was driven by Germany, the US and France.
4. Morosha
2019: 6.2m
2018: 3.6m
% change: 72.2%
After a minor decline in 2018, Global Spirits’ Morosha vodka brand reported a notable 72.2% growth to 6.2m cases, making it the fourth‐fastest‐growing spirit in 2019.
This year’s Vodka Brand Champion, Morosha has been focused on strengthening its position in the category, which has resulted in “significant signs of growth in all markets”.
In 2020, Morosha will introduce several new products and concepts to the market.
3. Arkhangelskaya Severnaya Vyderzhka
2019: 1.6m
2018: 0.8m
% change: 108.9%
Another new entry to our Brand Champions report is Beluga Group’s Arkhangelskaya Severnaya Vyderzhka vodka brand.
The brand, which launched in 2015, hit the one-million-case mark last year after growing by an impressive 108.9% to 1.6m cases.
The vodka is produced at one of the company’s oldest factories, the Alviz plant, which dates back to 1898, according to Beluga Group.
At the end of 2016, the Arkhangelskaya Severnaya Vyderzhka range was extended with the launch of Arkhangelskaya Garlic with Pepper Tincture and Arkhangelskaya Juniper Berry.
2. Sterling Reserve
2019: 2.8m
2018: 1.2m
% change: 131.4%
Indian whisky brand Sterling Reserve took the second spot on our fastest-growing list after reporting triple-digit growth of 131.4%
This year’s Indian Whisky Brand Champion, Sterling Reserve, was launched in the final quarter of the 2017 calendar year and achieved sales of more than one million cases in its first nine months.
The brand is owned by Allied Blenders & Distillers (ABD), which also produces Officer’s Choice, the second biggest-selling Indian whisky in the world.
1. White Claw Hard Seltzer
2019: 1.7m
2018: 1.1m
% change: 298.0%
Mark Anthony Brands’ White Claw Hard Seltzer was, by far, the fastest‐growing million‐case brand after volumes soared 298.0% in 2019 to 27.5 million cases. Its achievement is even more impressive when you consider the ready‐to‐drink hard seltzer brand has only been in the US market since 2016.
The hard seltzer, alcoholic sparkling water, category is a relatively new phenomenon, but one that is already valued at US$2.5 billion. Hard seltzers witnessed “explosive growth” in North America with sales up by more than 240% in 2019, White Claw said.
Following its success in the US, the brand has set its sights on the UK and is launching nationwide this month (June). The company also plans to invest more than US$250m in opening a new facility for White Claw in Arizona, US, and will launch in Australia in October.