Industry

Smirnoff retains top ranking in The IWSR's international spirits list

By Dermot Davitt August 18, 2011
©The Moodie Report
Diageo-owned Smirnoff vodka remains the biggest-selling international spirits brand, with a lead of over 5 million nine-litre cases on its nearest rival, Bacardi. That's according to the latest figures (for 2010) from The IWSR.
The top three international brands remain unchanged on last year, with Bacardi in second and Johnnie Walker in third position, growing over 1.2 million cases in 2010 - the largest volume growth of any brand in the top 50. Diageo owns four of the top 10 international brands.
The IWSR's Top 50 International Spirits Brands list is decided as follows: an international brand is considered to be a brand that can demonstrate sales of over 20,000 nine-litre cases in at least three geographical regions - including travel retail as one region, due to its inherently international nature. Brands are then ranked on their global sales volumes in nine-litre cases.
Pernod Ricard's Havana Club is the fastest-growing brand in the top 25, growing by +12.4% in 2010. A further five brands in the top 50 grew by more than +10% in 2010: Jameson, Fernet-Branca, Blenders Pride, Russian Standard and Eristoff.
There are three new entrants to this year's list as they broaden their international availability. CEDC's Green Mark vodka, which sells primarily in Russia, and Ukrainian vodka Khlibniy Dar, owned by Bayadera Group, have both entered high up, at positions four and nine respectively. Each have predominantly old volumes in the CIS, but now sell more than 20,000 cases in the Middle East and Africa, primarily through increased sales in Israel.
Edrington's Brugal rum joined the list through its increased presence in travel retail; this became the brand's third region to clock up over 20,000 cases in 2010, after the Americas - where the bulk of its sales are in its home, the Dominican Republic - and Europe, where Spain generates most sales.
Smirnoff tops the 2010 rankings, followed by Bacardi and Johnnie Walker
About The IWSR
The IWSR's database is a leading wine and spirits industry source of global data and analyses the alcoholic drinks market in over 125 countries. The information is not only compiled from all published sources, but also from over 1,200 interviews with leading distributors, producers, retailers and other companies relevant to the trade.
The IWSR Magazine, published monthly, covers wine and spirits globally through a mix of articles covering news items, country, region and category profiles, interviews with senior management in the leading international companies, IWSR exclusive news, new products and brand news.