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EXCLUSIVE: Shanken’s Impact Analysis Of Top 100 Spirits Brands Sees Biggest Brands Expanding Most

February 19, 2013

An exclusive report on the world’s top 100 premium spirits from Shanken’s Impact Newsletter reveals that most of the premium growth in spirits is coming from the biggest brands. While the premium top 100’s aggregate increase last year was 1.4%, or 4.6 million cases, the premium top 10 advanced by 4 million cases, or 3.3%.

Eight of the top 10 brands posted growth in 2012: Smirnoff (+4.5%), Johnnie Walker (+7.5%), Captain Morgan (+5.5%), Bacardi (+1%), Absolut (+2.5%), Jack Daniel’s (+3.4%), Jägermeister (+2.4%) and Jim Beam (+11.2%). The only top-10 entries to decline last year were Baileys and Jose Cuervo.

The eight brands that grew did so by courting new markets and new audiences—or by extending their franchises with new products. Jack Daniel’s Tennessee Honey and Jim Beam’s Red Stag, for instance, have been among the most promising launches in recent years in the U.S. market, introducing new consumers to storied brands while essentially creating a new category—flavored whiskies. After showing rapid growth in the United States, Red Stag and Tennessee Honey also are now finding success in new markets around the globe. Meanwhile, Smirnoff, Johnnie Walker and Captain Morgan have achieved significant volume gains in Africa of late—as has stablemate Baileys—while Captain Morgan has begun to take off in Europe.

The top 10 premium spirits brands already sell nearly 100 million cases among them annually. Given their focus on expansion—in terms of geography and innovation—they appear to have plenty of upside remaining. For a full report on Impact’s top 100 spirits brands, see the February 1&15 edition of Shanken’s Impact Newsletter.


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