Top 10 biggest-selling Brand Champions 2026
A diverse selection of spirits make up the world’s largest brands – but which were the top million-case sellers in The Brand Champions 2026 report?
There was some movement across the top of the leaderboard in The Brand Champions 2026.
Million-case-selling spirits were not immune to the economic struggles the industry faced in 2025, with many in decline – though some successfully remained in growth or stable.
More than one Indian whisky brand made it into the top 10 biggest-selling compilation, but volume sales are close, so it could be all change next year.
If there’s one key takeaway, it’s that the diversity of the spirits industry is evident among the largest players. From rum to vodka and RTDs, consumers are evidently seeking different styles across the board.
Below, we count down the top 10 biggest-selling spirits from The Brand Champions 2026 report.
The data is listed to one decimal place for ease of reading, but the percentage changes were calculated on the full data supplied. All data is recorded in millions of nine-litre cases.
10. Officer’s Choice
Owner: Allied Blenders & Distillers
2021 23.2m | 2022 24.9m | 2023 23.4m | 2024 21.3m | 2025 20.7m
Growth: -2.8%
Volume sales have been on a downward trajectory for Officer’s Choice since 2022 – but it still remains one of the largest spirits brands globally. A decrease of 2.8% in 2025 put volume sales for Officer’s Choice at 20.7m cases, meaning it could slip below the 20m-case mark without a change of fortune this year.
9. Tanduay
Owner: Tanduay Distillers
2021 23.6m | 2022 27.4m | 2023 23.4m | 2024 23.8m | 2025 23.2m
Growth: -2.7%
Filipino rum brand Tanduay was unable to sustain its 2024 rebound in 2025, reporting a 2.7% volume decrease. But sales still remain solidly in the 20m+ range, after it sold 23.2m nine-litre cases in 2025.
Owned by Tanduay Distillers, the rum brand has been ramping up its international presence in recent years. It has been the world’s biggest-selling rum brand since 2017, and was established more than 170 years ago.
8. Smirnoff Vodka
Owner: Diageo
2021 26.5m | 2022 28.1m | 2023 26.0m | 2024 24.4m | 2025 23.4m
Growth: -4.1%
Diageo-owned Smirnoff continues to dominate the vodka category, thus making an unsurprising appearance in the world’s biggest-selling brands. Despite a 4.1% sales decline in 2025 to 23.4m cases, it remains the biggest vodka brand in the world.
The brand was extremely active in 2025, with numerous sporting initiatives. In February, the brand made the most of the Super Bowl weekend, while in November it created NFL-inspired merch. Furthermore, it continued to innovate with flavours and launched Electric Guava in the US last May.
7. High Noon
Owner: Gallo
2021 8.8m | 2022 16.4m | 2023 21.0m | 2024 24.7m | 2025 24.0m
Growth: -2.9%
After solid year-on-year growth from 2021 to 2024, Gallo-owned High Noon was unable to continue its upward trajectory in 2025. The vodka seltzer brand experienced a 2.9% decline in volume sales to 24m cases – not far off its peak 24.7m performance in 2024. The brand credits just over a fifth (22%) of its business to the on-trade.
The brand has continued to explore new opportunities already in 2026, for example with the launch of its first limited edition flavour in April this year: High Noon Transfusion. Whether such efforts will be able to return the brand to growth will become apparent in due course.
6. Chum Churum (including Soonhari)
Owner: Lotte Liquor
2021 19.0m | 2022 26.0m | 2023 27.0m | 2024 27.5m | 2025 28.0m
Growth: 1.8%
Chum Churum was the Local Spirits Brand Champion in 2025, and also took home the crown in 2026 after delivering its fifth consecutive year of steady growth. In 2025, the brand grew its volume sales by 1.8%, which pushed its case sales to 28m. This represents an increase of 9m cases in the past five years.
The US will be a key focus for the brand in 2026, with lofty ambitions to make it “one of the most promising markets in the coming years”.
5. Fenjiu
Owner: Fenjiu
2021 16.8m | 2022 19.6m | 2023 22.8m | 2024 24.4m | 2025 28.7m
Growth: 17.3%
Fenjiu made its debut in The Brand Champions 2026, marking the first time the Chinese baijiu brand has submitted data to the report. Last year was strong for Fenjiu, as the brand reported a 17.3% increase in sales, putting it at 28.7m nine-litre cases.
The brand looks poised to repeat its success in the coming year. In the UK, for example, Fenjiu’s importer, Cheng International, is focused on expanding the brand’s presence in the on-trade, with aspirations to “see one cocktail with baijiu in every bar”.
4. McDowell’s Whisky
Owner: United Spirits
2021 30.1m | 2022 30.8m | 2023 31.4m | 2024 32.2m | 2025 31.9m
Growth: -0.9%
For six years, McDowell’s was the top-selling Indian whisky. However, a slight dip in sales in 2025 (0.9%) allowed Royal Stag to usurp the brand into pole position.
Nevertheless, there’s no denying the prowess of Royal Stag. It remains one of the biggest-selling spirits worldwide, shifting 31.9m cases in 2025. It’ll be an exciting time to revisit the Indian whisky category for next year’s The Brand Champions report, as there is everything to play for among the category’s top brands.
3. Royal Stag
Owner: Pernod Ricard
2021 22.4m | 2022 27.1m | 2023 27.9m | 2024 31.0m | 2025 32.6m
Growth: 5.0%
Music and cricket-centred activations paid off for Royal Stag in 2025, securing the brand not just the title of Indian Whisky Brand Champion 2026, but the coveted Supreme Brand Champion 2026 accolade. A solid 5.0% uptick in sales brought the brand to 32.6m cases overall, and overtaking United Spirits’ McDowell’s Whisky.
Royal Stag is the largest-selling brand for its owner, Pernod Ricard, worldwide. It has worked hard to connect with younger audiences through its mantra: ‘It’s our life. We live it large.’
2. -196
Owner: Suntory Global Spirits
2021 27.8m | 2022 27.3m | 2023 27.8m | 2024 30.5m | 2025 34.6m
Growth: 13.6%
If you need further evidence of the power of ready-to-drink (RTD) products, take a look at the performance of -196. In 2025, from an already enormous starting point, the Suntory Global Spirits-owned brand soared by 13.6% to reach 34.6m cases in 2025. It completes four years of year-on-year growth.
The US and Europe are focal points for -196. How quickly could the brand hit the 40m-case mark? We’ll have to wait and see.
1. Jinro
Owner: Hite-Jinro
2021 94.5m | 2022 100.9m | 2023 97.4m | 2024 96.8m | 2025 94.5m
Growth: -2.4%
The biggest-selling local spirit is also the best-selling spirit overall by volume. Korean soju brand Jinro experienced a third consecutive year of volume decline in 2025, dropping by 2.4% to 94.5 million cases. However, it remains significantly ahead of its closest competitor.
The brand continues to activate, and had a presence at the 2025 Taste of London festival in the UK. If it can continue to reach wider audiences, it could do wonders for both Jinro and wider awareness of the soju category.
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