Smirnoff toppled into 4th place by Emperador Brandy

Smirnoff - knocked into fourth place by The Emperador.
Smirnoff - knocked into fourth place by The Emperador.

The two largest spirits brands in the world - Hite Brewery’s Jinro and the Thai Ruang Kao - remain unchanged in first and second place respectively on the IWSR’s Real 100 list this year, with total consumption of the two brands reaching almost 100 million cases in 2012.



13 August 2013

Share this post:



But Emperador Brandy, in third place, has knocked Smirnoff into fourth place as leading international brand.

The IWSR points out that of the top 10 brands by volume, seven sell over 95% of total sales in their home market. Only Smirnoff (placed fourth), Bacardi (placed ninth) and Johnnie Walker (placed 10th) have what IWSR would consider to be a much more expansive global distribution than some of the local brands above.

Diageo’s recent deal with United Spirits, making it majority shareholder, means the major multinationals now have a stake in 12 of the top 25 brands. Diageo alone has nine brands in the Real 100 and combined with UB India’s brands, now boasts 19 in the list.

Pernod Ricard has 12 brands in the list while Russian Standard’s takeover of CEDC means it now has four brands in the Real 100.

The list reflects today’s complex spirits market with local players sitting alongside internationally-recognised powerhouses, states IWSR adding that all of the brands that dropped out of the IWSR’s Real 100 since 2011 were locally dominant spirits brands.

“This comes as China, India, Russia, Japan and Brazil, some of the largest spirits markets globally, are all showing an increase in the share of imported spirits in their markets. As the Real 100 list shows, although big volume brands are often very regionally specific, there are huge opportunities for international spirits.”

IWSR points out that between 2011 and 2012 the global spirits market grew by 1.6%, an increase of over 50 million cases, bringing total consumption to its highest-ever level of almost 3.3 billion nine-litre cases worldwide.

The combined volume of the IWSR’s Real 100 list has similarly increased over the last year with the world’s top 100 brands accounting for almost a quarter of all global spirits consumption. In 2012 the list’s total volume reached 808 million cases, up from 727 million cases in 2011.

The full Real 100 list was published exclusively in the July issue of the IWSR Magazine.

Smirnoff - knocked into fourth place by The Emperador.

Smirnoff – knocked into fourth place by The Emperador.



Share this post:

Back to Top ↑

Shelflife Magazine