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Johnnie Walker Leads Rising Whiskies While Pinnacle, Cîroc Outpace Competition In Impact’s Top 100

February 13, 2012

The world’s top 100 premium spirits brands posted solid growth in 2011, achieving an aggregate 3.5% advance to 330.3 million cases, according to an exclusive report in the February 1&15 issue of Shanken’s Impact Newsletter. Diageo’s Smirnoff vodka again led the list at 24.7 million cases—roughly 5 million cases ahead of second-ranked Bacardi rum. Smirnoff portfoliomate Johnnie Walker was once again among the top 100’s best performers, leading an array of big-name whiskies that are taking back some of the spotlight from vodka.

Johnnie Walker added more than 1 million cases in 2011 and has grown by nearly 3 million cases since 2009, even as many of its key markets continue to see struggling economies and weaker consumer spending power. Meanwhile, whiskies Jack Daniel’s, Jim Beam, Chivas Regal and Jameson also showed strong growth, each advancing by more than 6% (or 400,000 cases) in 2011. And like Johnnie Walker, three of those brands—Jack Daniel’s, Chivas Regal and Jameson—have each put on more than 1 million cases over the past two years.

On the white spirits side, Absolut has also added more than 1 million cases since 2009. That’s an achievement matched by two other premium top 100 vodka entries, Pinnacle and Cîroc. Both of those brands enjoyed phenomenal success in 2011, with Pinnacle jumping by 92% to 2.7 million cases and Cîroc surging by 62% to 1.5 million cases. They were the premium top 100’s two biggest gainers by percentage growth.

For complete coverage of Impact Databank’s ranking of the world’s top 100 spirits brands, see the February 1&15 edition of Shanken’s Impact Newsletter.

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