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The Brand Champions 2022

The world’s biggest-selling spirits brands had to adjust their strategies as consumer behaviours changed in 2021 – and this agility paid off for some.

Brand Champions
Spirits brands made a speedy recovery in 2021

The performance of the world’s biggest spirits brands has largely focused on one thing over the past year – recovery from the pandemic‐affected 2020. There have been some impressive gains made as brands turned their efforts to attracting consumers once again in the competitive on‐trade channel, emerging e‐commerce, and global travel retail.

Throughout the Brand Champions report, we scrutinise the performances of the industry’s biggest players and bestow the title of ‘Brand Champion’ on one worthy brand from each major category.

Every Brand Champion is decided by considering a multitude of factors, from sales volumes and percentage growth to taking into consideration the pre‐Covid performances in 2019.

The cream of the crop is then assessed to pick the brand that excelled among all for the title of Supreme Brand Champion 2022.

While the editorial team was collecting the data for this report, Russia began its invasion of Ukraine. Across the globe, retailers and bars have shown their solidarity for Ukraine by removing Russian vodka from shelves, while major spirits firms have ceased operations in the Russian market. Governments have also enforced sanctions on Russian‐made products. As such, The Spirits Business has made the decision to omit Russian brands from this year’s Brand Champions report in support of Ukraine.

Several companies also chose not to disclose their 2021 sales, including Pitú cachaça, Indian producer John Distilleries, French firm Rémy Cointreau, Illva Saronno and Fratelli Branca.

See the adjacent column to discover the spirits that sold more than 1m cases last year, as well as The Brand Champion of each individual category for 2022.

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