News
Liqueurs Brand Champions 2013
LIQUEUR BRAND CHAMPION: LUBELSKA
The only brand in the top seven to increase sales in 2012 was the vodka-based liqueur Lubelska, making it Brand Champion for the second year in a row. Its growth rate may have slowed from the 33% posted in 2011, but it continues to outperform more internationally famous names like Baileys and Malibu which have both slipped into reverse.
Lubelska is a power brand in its native Poland with an estimated 28% market share. The liqueur with an average abv of 36% now comes in seven flavours including lemon, cranberry, honey and cherry. The latest addition is the mint and lime –mietóka.
| LIQUEURS | |||||||
| BRAND | OWNER | 2008 | 2009 | 2010 | 2011 | 2012 | % +/- |
|---|---|---|---|---|---|---|---|
| Baileys | Diageo | 7.1 | 6.7 | 6.6 | 6.8 | 6.5 | -4% |
| De Kuyper range | De Kuyper / Beam | 4.7 | 4.4 | 4.3 | 4.2 | 4 | -5% |
| Malibu | Pernod Ricard | 3.7 | 3.2 | 3.4 | 3.7 | 3.7 | 0% |
| Lubelska | Stock Spirits | 0.5 | 0.6 | 1.5 | 2 | 2.2 | 10% |
| Southern Comfort | Brown Forman | 2.4 | 2.2 | 2.1 | 2 | 1.9 | -5% |
| Kahlua | Pernod Ricard | 2 | 1.7 | 1.7 | 1.7 | 1.7 | 0% |
| Amarula Liqueur | Distel | 1.1 | 1.1 | 1.2 | 1.3 | 1.3 | 0% |
