Diageo claims the two top spots in both value and volume rankings for the first time
Johnnie Walker remains the world’s number one spirit by value and becomes the number two by volume
Smirnoff remains the world’s number one premium spirit by volume and the number two by value
Diageo, the world's leading premium drinks company, has increased its leadership of Impact Databank’s Top 100 Spirit Brands Lists, with its brands holding the number one and number two spots in both the value and volume rankings for the first time*.
For the seventh consecutive year, Smirnoff and Johnnie Walker have topped the rankings, as the number one brands by volume and value respectively. This year, Johnnie Walker also rose from third to second position in the volume ranking, giving Diageo the top spots in both rankings. Smirnoff remains the number two brand by value.
Diageo’s brands dominate the rankings accounting for over 13% of the top 100 by volume and almost 23% of the total retail value generated by all brands in the top 100. Diageo claimed five brands in the top 20 by volume and six brands amongst the 22 brands selling over a billion dollar in the value ranking, more than any other company**.
Syl Saller, Chief Marketing Officer, Diageo plc, commented:“We are privileged to be the custodians of such an outstanding collection of world-leading brands. Brands with a diverse and rich heritage, created by entrepreneurs and true visionaries like Arthur Guinness, Vladimir Smirnov and Alexander Walker hundreds of years ago. These brands have shown they can endure the test of time, and I am confident they will thrive for many years to come as they continue to be adored by millions of consumers around the world. ”
As with previous years, Diageo’s brands also lead the individual spirit categories in the rankings. Johnnie Walker and Smirnoff lead the Scotch whisky and vodka categories – the industry’s two biggest categories by retail value – whilst Baileys and Crown Royal also top the liqueur and Canadian whisky categories by volume and by value. Gordon’s also claims first place in the gin category by volume.
Notes to Editors:
For further information please contact: Diageo plc press office – 0044 208 978 2749
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
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*Impact Databank Top 100 volume ranking only includes ‘premium’ brands while the value ranking includes ‘premium’ and ‘non-premium’ brands.
** includes Ketel One and Yeni.